The Opera Tavern creates additional value for its Twitter community by releasing a password for an exclusive burger once a month.

London’s The Opera Tavern demonstrates one way a brand or entity can create (and test) the value of its Twitter community, by announcing a monthly secret menu item — and the password by which to order it — only to its followers. For a single night each month, the restaurant announces a secret burger (which may take the form of a venison, iberico pork, cranberry relish and blue cheese concoction) via a tweet that morning, followed by the password (ask for Pierre the manager and tell him “I’ve got the horn”).

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