Consumer Generated Media Contests Hit The Big Time

September 28, 2006

Big, as in the Super Bowl, that is. And it was about time, too.

Chevrolet has issued a challenge to full time students at any US college or university: design a storyboard and script for a 30-second spot about “the love affair between Americans and Chevrolet.” The submissions will be judged and the winning team will have their commercial produced by Chevrolet and it will air during Super Bowl XLI.

Frito-Lay has just launched a true CGM contest for Doritos. Users are to create and submit their own 30-second Doritos commercial via a Yahoo portal. Entries will be judged on specific criteria and five finalists selected, then “America will vote for its favorite.” All five finalists receive $10,000 USD, but the grand prize winner will win a priceless ego boost, as the that spot will be aired during Super Bowl XLI.

This is going to be interesting.


Updated RSS Feed

September 26, 2006

While we’ve been busy making some cool contests happen today, we’ve also updated our RSS feed, so please update your subscription.

The Establishment Catches On To SMS

September 25, 2006

Canada’s Globe and Mail ran this story in their Report On Business section. It’s an Associated Press piece on the ’emergence’ SMS and its future as an advertising medium.

The article does a good job summarizing the benefits of SMS to marketers. Not surprisingly, mobile contests are front and centre:

“Contests and sweepstakes that require consumers to enter via text message are among the most popular campaigns so far, according to Marriott (Laura Marriot, executive director of the Mobile Marketing Association), citing McDonald’s, Burger King, Procter & Gamble Co., General Motors Corp. and CBS Corp. among the corporate giants that have used them.”

Watch out kids, SMS is finally catching on with the mainstream!

An Interesting Promotion With A Lamborghini Gallardo

September 18, 2006

William Ashley’s downtown Toronto location is using a Lamborghini Gallardo for a promotion in an interesting way. The Gallardo is placed very conspicuously on Bloor Street for everyone to see. You really can’t miss the green exotic car.

It turns out that the car is there to draw people in to fill out a ballot to win a 20-place setting of china. Sadly, the contest aspect of this promotion is done poorly. The ballot doesn’t include an opt-in, so William Ashley can’t (legally) market to any contest entrants and there were no contest rules available anywhere.

By the way, the car was lowered onto the installation by crane. They then used four jacks to raise the car, the tea cups were then placed under the wheels and jacks were lowered simultaneously to rest the car onto the tea cups. Enjoy the photos:




While its an interesting installation, I suspect the Gallardo is not reaching out to their target demo, but their results will speak to the success of the promotion.

More People Are Talking About User-Generated Content Contests

September 18, 2006

In the latest Brandweek, Todd Wasserman has a few things to say about last week’s The Next Big Idea conference about user-generated content being this year’s product placement. Of interest to me was what Wasserman said about contests in his piece:

“Karin Timpone, head of marketing at Yahoo! Media Group and a former Hollywood marketing maven, started out the day with some case studies involving a contest in which consumers were invited to send in clips of themselves dancing like pop star Shakira to her song “Hips Don’t Lie,” to get a chance to see the singer perform live. Timpone credited the contest with vaulting the song back into the top 10, although when pressed, she was somewhat vague on specific details.”

I’d love to see the metrics on that, but without question, we’re going to see user-generated content contests grow rapidly. Keep your eyes peeled.

Contests We Like –

September 14, 2006

The Sharp Championship Golf Giveaway

We’ve been meaning to blog about this one. I suppose we haven’t because it works so well. The microsite works perfectly, the entry process and prize selection are ideal for the demographic.

The contest brings together golf and Sharp’s Aquos LCD TV. There are different opportunities to gain entries–there is the standard entry, but Sharp also sends weekly email trivia questions for extra entries.

Sharp’s cleverly tied the Callaway Golf brand and the images of Callaway’s pros to the promotion. In addition, most of the prizes feature both Sharp and Callaway products.

How Long Should A Contest Be In Market?

September 13, 2006

We were asked just this question yesterday–twice, as a matter of fact. As usual, there is no hard and fast answer to this question. I’m loathe to say it, but our typical answer is “it depends.” It depends on the market, channels, means of entry, business requirements, etcetera.

In an ideal world, you’d plan your entire promotion taking into consideration the full range of influencing factors. However, that doesn’t always work. For instance, we planned out the timing of contest yesterday with a client. In this case, media buys and television programming directly influenced the duration of contest. For this contest, the entry period will be no more than four weeks.

With another project, we have the luxury of an adequate amount of advance planning. As such, the contest length can be determined specifically by the tactical requirements of the campaign. For this contest, which is primarily retail-driven, we’ve recommended a 60- to 75-day contest period.

Empirically, we know that contests should run 60- 90-days, but generally we see interest and entries wane after the 60 day mark.