How many times have you seen A Christmas Story? If your viewing habits around the holiday season were anything like my family’s you’ve seen the movie (in it’s entirety) about 20 times. My dad is that goofball who laughs at every silly joke on Christmas Eveā¦even after he’s already seen that the same scene earlier in the evening.
Aside from the main character Ralphie’s obsession with getting a Red Ryder BB gun, the youngster was very keen about a radio program called Little Orphan Annie. One of the ways the producers of the radio show were able to increase engagement was through a Secret Society Decoder Ring. This ring was mailed to children after they sent away using a sign-up form, found in tins of Ovaltine. In A Christmas Story, Ralphie opens the package with great anticipation, reading the welcome letter signed by Orphan Annie embracing him as their newest member. What a thrill for a fan!
Annie’s Secret Circle
We as humans like being ‘in the know’. I once joined a community called Local 83, an inside forum for updates on the latest John Mayer tour information. In 2008, I purchased tickets through the Local 83, getting first shot for the show in Camden, NJ. A few days later, I received an email from the Local 83, RE: Seating. ‘Awesome’, I thought, ‘they’re going to bump us back.’ Nope- they moved us up, all the way to row 5! When folks sign-up for these select groups, make sure to thank & treat them generously- they’ll never let you down.
Remember, Annie is Counting on YOU!
In the radio show, the announcer relays a message to Ralphie that the secret code he now possesses is a very special one. Little Orphan Annie herself, the titular character, has entrusted this with him. When you empower your community in such a way, you’re instilling confidence within them. They’re now responsible with your message, so be sure it’s the right one!
A Crummy Commercial?
Alas, when Ralphie finally does discover what the secret from Little Orphan Annie was, he’s disappointed. All the work, the excitement, the anticipation, all of it only lead to an advertisement. Anybody could ‘Drink Ovaltine’, but he thought they had something special just for his Secret Circle. There are a lot of awesome projects happening in the world. People place their money, time, and heart into these groups in the hope that something good will come of their efforts. If rewarded with corporate filler, they’re left with a bitter taste in their mouthes. Be careful- your most loyal supporters can become your most vocal detractors. Like Jeff wrote in The Prelude to Trust, these fans are trusting you. Handle with care.
What’s the coolest side narrative you’ve ever experienced? Did you send away for a secret membership a kid like Ralphie?
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This post was authored by Jon Steiert, Storyteller and Social Media Swiss Army Knife for True Voice Media.