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Meet Kawasaki and Mr Nigel “Salty” Graves

August 17, 2007 at 7:30 by Martina Comments

Sweepstakes and trivia are among the “saddest” tools in online marketing. Give me your data, answer a few silly questions and if you’re lucky you’ll win something. I realize for a lot of brands collecting consumers’ information is crucial to run their business, but I still think sweepstakes and trivia are good when done offline, in a supermarket, and not in the “interactive” media by definition.
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In this case Kawasaki has shown there is still soom room for sweeptakes online. To promote their new KFX 450 they haven’t taken the approach “gimme your data I might give you a prize” but, rather “have some fun, gimme your data and I might give a prize“. There is a sensible difference in the two ways of running the promotion, and I appreciated the choice of using an improbable Mr Nigel “Salty” Graves to engage the audience. Of course, such a site is definitely more expensive than a simple html form, but how many brands can afford doing something online forgetting about the “branding” side of the project?
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The agency is Fuse Interactive.

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