Involving the Customer
Both the Heinz Top This TV challenge and the Volvo Treasure Hunt are offering around the same amount of money for the prize winner. But if you look at google blog searches for the terms over the last month, the latter competition has about 5x the mentions. This may not be that relevant, with the timing of the two competitions, but it has got me wondering about which approach to customer engagement produces better results.
For Volvo, you have to solve a series of puzzles and clues to be in with a chance of the prize. The only barriers for entry are having a computer with the right version of flash and being able to get to a Volvo dealer. The Heinz competition has far higher barriers of entry, being able ideate and ad and then produce it, with video editing skills required.
Both produce engagement with the brand and both can force frustration, from not being able to solve the puzzles or not having the skills to produce a video. However, i think the interaction on the car blogs around solving the puzzles may be a far better engagement driver than the video, which seems to be a more solitary pursuit.
Although UGC and letting the consumer get involved with the marketing is ‘trendy’ at the moment, it has to be right for your brand. You may be better off focusing on a more traditional promotion which could give better results.
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POSTED IN: Engaging the Customer
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