Usually I don’t post much about food brands, but this week, maybe because I’m on a diet, I’m finding a lot of interesting news about ice-cream, cookies and now chocolate! Yes, this post is about Nutella the faboulous creamy, chocolaty hazelnut spread everyone loves. Well, I found out they have an online community in Italy (My Nutella) to engage all the fans. Now they have launched an online photo contest in which people have to represent with a shot their relationship with Nutella. Three winners will be awarded every month with a Fuji digital camera. [News via Pubblicità Italia]
Volkswagen is celebrating the production of its car number 100 Million with an online game named 100 Million Mission. On the company’s portal Internet users and fans of the Beetle can play in five languages, competing in the production of the next 100 million vehicles. Their skill, speed and knowledge of cars are put to the test. All players that register for the game automatically will take part to a draw which will assign a Golf worth 20.000 Euros. I tried to play, but it’s too difficult for me… you know, I’m just a woman The 100 Million Mission game is available also on mobile phones: just send a text message with the word VWGAME to the number +49 173 51 000 82 and download it.
Online competitions are one of the trends of the moment in consumer marketing. Recently I’ve been posting a lot about online quizzes, sweepstakes, on-pack promotions connected to a Web site, advergames with prizes, contests, lotteries etc… No matter what’s the target audience, it seems that giving away prizes is one of the only ways brands are able to find to engage their prospects. Creativity and originality in the game idea are not expressed at their best in most of these initiatives, which appear to be brilliant and trendy only in the prizes they are awarding: iPods. And this takes my analysis to the question in the title: what’s the value for a brand of setting up an online competition? In my opinion, if you give away iPods, the only brand which takes advantage of the fact is Apple. Why consumer brands don’t give away (mostly) their own products? Aren’t they valued to be “cool” enough as prizes? I don’t think this is positive…
Virgin Atlantic is running a viral email campaign to promote its new website. Featuring the message “The right time for the time of your life” the agency Start has created an online lottery which allows a lucky winner to enjoy two free tickets a year for the rest of his/her life. You can read more about it on Netimperative.
Air Dolomiti is promoting its loyalty program (in partnerships with Lufthansa) with an online competition. Through “Winner Class” on www.airdolomiti.it people can sign up for Miles & More and get the chance to win air miles or a final prize: a Skoda Octavia.
Dutch agency .Bone has developed an online campaign for Pickwick Ice Tea. As Emerce explains there is also a competition giving away a travel to Jamaica. It’s the first time the company uses online advertising, an initiative that supports tv ads currently on air.
German agency Phase 4 has developed an online quiz for Allianz. The insurance company is sponsor of the Formula 1 BMW Williams team, and will run the quiz until October, giving away a Grand Prix weekend in 2005
Italian agency E3 has developed an advergame for Bacardi also supported by an online competition. Going to Bacardi.it users enter a virtual bar where they can test themselves as barmen, mixing drinks with Bacardi rhum. The initiative is called “Bacardi MixAbility” and gives the chance to spend an evening with a professional barman teaching cocktails’ secrets. The competition is supported by an online campaign featuring banners, pop-under, leaderboard, overlayers and hockeysticks on the main Italian’s websites. There is also a part of keyword advertising through Overture and Enspotting, and a direct mailing to Tiscali’s users aged 18 to 35.
Volkswagen Golf 30th birthday will be celebrated online, with an advertising campaign and a competition on a micro-site developed by Tribal DDB. The marketing initiative is explained and detailed on Revolution Magazine. There will be ads displayed on mayor UK websites, as well as a targeted email communication to spread the word of mouth about the competition (http://www.winanewgolf.co.uk).
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