Online competitions are becoming a fashion. Everybody wants to have one, no matter if it doesn’t make sense for the brand or if the game (and the prize) has no connection at all with the business you’re in. The initiative of train operator First Great Western in cooperation with Hamleys (my favourite teddy bear shop) is, in my opinion, a clear example of a no brain “me too” strategy. Customers can enter a competition to win prizes from Hamleys, such as, for example, a Ferrari replica for kids. Tim Hayne, E-Commerce and Channel Marketing Manager for First Great Western says:“This is exactly the kind of promotion we love to run on the website, the Hamleys prizes are ones which our passengers will treasure and we are always looking for new ways to add value to our customer offering.”
Well, this might be the kind of competition First Great Western likes to run, but if they ask their customers, I believe the answer will be different. People travelling by train would rather like to win free train tickets or a discounted season ticket. What’s the connection between a Ferrari for kids and a train service?
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