Viral marketing has new face. Now it’s all about playing “with” your friends, and by “with” I mean “using” your friends to win something. The latest example comes from Northern Europe where the airline SAS has launched an online competition that takes advantage of Facebook Connect to give away flight tickets to a series of destinations around the world.
The mechanism is pretty simple. You select your departure airport (only Scandinavia unfortunately), you spin the globe to find out your destination and then the system connects to your Facebook profile to randomly pick a friend you will travel with. But the game isn’t over yet: in order to actually win the tickets you have to write a nice motivation on why you and friend should travel together.
The new chapter of the Bom Chicka Wah Wah campaign sees Axe partnering with Durex for a cross-promotion in Germany. The initiative is taking place now in Germany, with an online contest based on a puzzle game. Don’t expect anything special from the site, the only reason I post about this action is because of the curious partnership that, if you think about it, perfectly makes sense.
Can you write some inspirational lines about KLM? Do you fancy a trip to California? Do you live in Scandinavia? If you answered Yes to all these questions, than visit Flying Words, a new microsite launched by KLM to promote its destinations in the US. The site in itself isn’t very exciting nor interactive (the interface is quite scary, with a finger moving around the screen to drag & drop the words and compose the poem) but I believe the concept behind the contest is quite catchy for the target audience KLM is trying to reach. A simple game to appeal users who are not too confident with online games and interactions (of course mine is only a guess).
In order to promote the Yahoo Messenger with Voice, the portal has launched an international competition in eleven countries. Each time a user downloads the new IM version or refers a friend, he collects points to win a travel somewhere in the world to visit his family or a friend. Among the others, the campaign is running in Hong Kong, Brazil, Mexico, France, Australia, UK and US.
Bausch & Lomb starts today in the US a multi-channel advertising campaign to promote its soft contact lenses Pure Vision. A TV spot will run on US network and cable stations and will also be available online. Along with the TV campaign, Bausch & Lomb is hosting an online sweepstakes where participants can vote for “America’s Greatest Sight” and register for a chance to win a grand prize trip to the winning location, either New York City, Washington, D.C., San Francisco or Las Vegas. Visitors to the www.purevision.com web site can also print a certificate that they can take to their eye care professional and exchange for a free pair trial of PureVision contact lenses.
In the UK Unilever is celebrating the 50th anniversary of Captain Birds Eye (but he looks older, doesn’t he?? with a competition that allows parents to win a wish for their children among the 50 selected. A microsite supports the initiative which is based both on an in-pack winning code and on an online competition with no purchase required. The Fish Fingers have been renamed Wish Fingers for the occasion.
Within its “Raising the bar” advertising campaign, Cingular Wireless has launched a photo contest. Cingular subscribers are invited to send pictures of “five bars” images as seen in their daily live. Every week a $500 prize is given away, while the final prize is worth $50,000. The best picture will be selected by the famous photographer Robert Clark. BBDO New York and Atlanta are behind this campaign, while Atmosphere BBDO created a series of online ads and the competition’s microsite.
Dutch airline Transavia has launched an online competition which allows Europeans to win 2 plane tickets to Amsterdam. “Tag to Win” is a sort of slot machine game in which users need to put a tag on the right picture in order to win. The game isn’t particularly catchy and is also difficult to play, but this is probably the price you need to pay if you want to win.
In Switzerland Nokia is running an online competition to promote its new 3230 smartphone. Visitors to the 3230 microsite are challenged to create an online MMS story uploading their pictures and texting some sentences using an interface which also allows adding special effects. The best entries will receive the 3230 Smartphone as a prize. Ads promoting the campaign are running, among the others, on Yahoo!. (yes, I’m the girl in the picture
In the UK Tropicana is running an on-pack loyalty promotion in association with British Airways, Classic FM and The Sunday Times. In August the juice brand will start giving away a BA Club Europe weekend break for two, to one of 31 different European countries. Consumers can already sign up for a chance to win visiting the Tropicana Breakfast Club site. A huge advertising campaign will support the competition (£12.3 million is the investment in branding for 2005). The Tropicana’s marketing ideas, as explained by the PepsiCo Trade Marketing Manager Nicky Seal, are to engage Tropicana’s drinkers, drive brand awareness and reinforce the juice number one positioning on the UK market.
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