Tuesday, 20 September 2016

A few of my favourite things...

Raindrops and roses and whiskers on kittens. That’s is the last time you’ll hear me mention them in the same breath as like-share and follow/RT comps. I’m not saying I’m above either, but of the numerous grumbles I have volleyed at them, right now I’m focusing my froth at the way they require literally zero interaction with the brand.

Why is this so important? Because if promoters don’t create the right kind of buzz around a brand, they’re focusing their marketing effort on garnering short-term interest that’ll be forgotten as soon as the page is closed - and the brand with it. And I do so hate to see hard work go to waste.

That’s why I prefer creative competitions, especially those that force entrants not just to make an effort, but actually to immerse themselves in the brand.

Sorry, that probably sounds a bit poncey, but let me give a couple of examples.

First, consider the Human Centipede. I’ve little positive to say about this nauseatingly vile franchise, but when the DVD of the last movie was released, I had to applaud the promoters for going the extra mile. That they were giving away the DVD was no surprise. The marquee prize, meanwhile, was a massive fancy telly - a great thing in itself, but as prizes go, not really fizzing with originality. Where the promoters excelled, however, was the entry mechanism. No one was accepted into the draw without first submitting a photograph of themselves on their hands and knees. Why? So the promoter could photoshop them into a giant centipede.

Unique? I’d say so. If there has been another occasion where compers have willingly lined up to have their mouths digitally stitched onto the anuses of complete strangers, then I for one want to know.
I imagine many folks might consider such a comp to be in poor taste. I won’t deny that. But it was certainly an immersive experience that complemented the movie perfectly.

Another campaign I enjoyed was back in 2014 and was run by Hafele, the furniture fittings and architectural hardware company. This was a two-part campaign to raise brand awareness by getting people to talk about the brand, or more specifically, trying to pronounce it.

It was a simple conceit - record yourself saying “Hafele!” and upload it to the Hafele Facebook page. Every entrant was then sent a branded t-shirt and asked to tweet a picture of themselves wearing it in order to be entered into a sweepstakes for £5,000, with something like 50 electric drills for runners-up. Power tools, I concede, aren’t everyone’s bag, but £5,000 is quite some draw.

In a matter of weeks, two of the biggest social media platforms were swimming in pictures and videos about Hafele. And in case you’re wondering how it’s pronounced, as you can see below, they don’t actually care! 

It's the originality of competitions like these that really makes me smile because they help keep the hobby fresh. The truth is, I won nothing in the Hafele draw, and I didn't even enter the Human Caterpillar comp (for logistical rather than moral reasons!), but because of the engagement factor, these campains are indelibly imprinted onto my mind - such is the power of awesome promotion!

Can you remember any other classic promotions? Use the comment section below to refresh my memory!

1 comment:

  1. so true! I love it when a company sends out a little thank you prize - We had a massive pack of bounce energy balls sent once just for entering a random prize draw which didn't need any effort but it was such a nice gesture. I've also started buying from ao recently - never won anything with them but have seen they do lots of comps so it was top of mind. x