I had been pining for weeks to see Neko Case’s concert slated for last night at Warehouse Live in Houston, but due to economic priorities, I opted out. Not a happy camper, but it had to be done.

And then the social media fates shined upon me.  I won two tickets to the concert just hours before it started, and developed loyalty with two businesses at the same time.

How did it happen?

Warehouse Live smartly offered up free tickets to Coffee Groundz for a trivia contest on Twitter. Warehouse Live has just over 800 Twitter followers, while Coffee Groundz has more than 8,000, including me.  Even though it’s obvious Coffee Groundz has leverage in the number of folks they can communicate to, the not-so-obvious point is this: sharing leverage in marketing can actually build loyalty for both businesses.

By opening the doors to its higher profile in social media, Coffee Groundz connected similarly targeted customers like me to Warehouse Live. While I thought only of my gain, i.e. a much-coveted musical experience, in the end I’m very thankful to both businesses. Without Coffee Groundz, I wouldn’t have seen the contest. Without Warehouse Live, I wouldn’t have the opportunity to win and see a great show. Customer loyalty is built by creating a personal experience, and I’m feeling it.

Why does it really work? The two businesses likely have many common customers, yet aren’t competing for the same dollar. Sharing this customer base and promoting details that benefit those customers, rather than blasting generic ads, creates trust and loyalty.

Am I now following Warehouse Live on Twitter? Yes. Will I consider these two businesses first when looking for coffee or concerts? Most likely.

And yes, I just promoted these two businesses for free, as a thanks. Who wouldn’t?