I am a big fan of brand contests that combines the physical world with the cyber world. Not only because the content generated is more interesting but because it requires a deeper user engagement.
The recently launched Creme Egg Twisted candy bar campaign known as Operation Goo is a great example of this. Contestants have to solve clues to locate these candy bars, the clever thing is that they are judged by the amount of social media views or points they rack up - utilising social media to its full potential. The contestants (or brand ambassadors) are required to think creatively about their usage and execution of social media in order to gain the traction that is needed to win the competition.
The HBO Voyuer Project has a similar premise - people are required to solve a series of real world and digital clues to get the story behind the story. Read more about one of my all time favourite campaigns here.
Does getting paid AUD$150K salary for being a caretaker one of the Seven Natural Wonders of the World sound good?
Well go to the nicely designed site for a Job Description and while you're there learn about the Island by viewing the many photos and videos. What would be the judging criteria you ask? You don't really need much qualification - mainly just your love for the outdoors and your adventurism. All you have to do is submit a video of yourself telling Tourism Queensland why the job should be yours. And Oh wait, your video will also be posted on the site for the public to see....
Yes you guess it a viral campaign for Tourism Queensland. This is a uniquely crafted campaign that has generated worldwide buzz.
Smart uses engaging video and interactivity to dispel myths about their products.
The idea of being able to control and interact video is like glue that keeps the audiences' attention. The humourous tone and light heartedness also makes it entertaining and adds to the stickiness. All this equates to consumer education which leads to positive attitudes towards the brand and help change brand perceptions.
Burger King travels over 20,000 miles to find people who have never heard of the WHOPPER and perform the world's purest taste test.
This is another example of using content to occupy the consumer's share of mind.
As this ethically needs to be an unbiased research - the results needs to be displayed as they come. What would happen if BK found that these people liked Big Macs more than the Whopper? Does it really matter what the result is? Does what matter more is the fact that BK were able to use interesting content to attract consumers to spend time with brand? I think so....
Dr Pepper puts an unknown band in a plastic bubble on NY’s West Side Highway, throw the switch on 24 cameras, and let people watch whatever camera they want at any time of the day or night as the band records an album, snoozes, shaves their bodies.An impressive effort use of content for brabd engagement.
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