Kleenex lets you send someone a virtual tissue on Facebook.

Really.

I know, because this morning I received an email informing me that I can “send a virtual tissue on Facebook with Kleenex(R) brand.”

That was the subject line. Here’s the main content of that email:

Did you know that Kleenex® Brand has a vibrant Facebook page with fun promotions and applications? Our newest app,Virtual Tissue, allows you to share a little virtual softness with someone you care about, via Facebook.

Virtual Tissue is a fun way to let someone know you’re thinking about them, and even lets you know which of your friends may need a little cheering up so you can lift their spirits.

Alrighty then. And on their Facebook page it says:

Official Kleenex® Brand Page

The world’s first and America’s best-selling facial tissue is now on Facebook! Let’s start a conversation today!

Reality check time: Does anyone really want to “start a conversation” about Kleenex? Really? Maybe my household is radically different than others, but I don’t think so, at least not where paper products are concerned — I think most conversations about Kleenex boil down to: “Where’s the Kleenex?” or “Dammit, my nose is running and we’re outta Kleenex!”

I have this voice in the back of my marketing brain suggesting that this whole virtual Kleenex thing on Facebook is something to watch, if only to understand the lowest common denominator level of interaction that virtually any major brand can conceivably get online.

In other words: Is this is the Facebook marketing version of what happens in political polling, that you can find about 16 percent of the American public that believes just about anything?

I mean, seriously: It sure feels to me that if Kleenex can get a million people to send virtual tissues on Facebook, than any major brand can get a million people to do just about anything.

This entry was posted on Wednesday, January 19th, 2011 at 1:57 pm and is filed under Internet Stuff, Marketing Stuff, Social Media.