This weeks digital campaign chatter #10

1. Kelloggs Rice Krispie Squares – Find the Friend Who Isn’t

There are probably thousands of Facebook apps – some good, MOST bad – but why is it that the simple (and often cheesiest!) ones end up being the ones which draw you back again and again? I like to think of myself as (quite) an intelligent woman, yet I’m not sure that the cash prize was even needed as an incentive for me to play the latest campaign app by Kelloggs! It had me hooked within the first few seconds!

So, what’s it all about then? To play the game you simply have to find the profile picture from 49 which are given to you, which does NOT belong to one of your Facebook mates. You’ll get 3 second penalties for each time you choose wrong, and 3 chances to play each day. The fastest time of the week will get you £500, and the fastest time each day gets you lots of……you guessed it…..free Rice Krispie Squares!

There doesn’t appear to be much brand ‘positioning’ behind this campaign, which Sam Blunt, Kelloggs Consumer Promotions and Digital Controller says is “…a bit of lighthearted fun”, however, the data capture element makes me think that there may be some consumer intelligence and information gathering involved as part of it. Hopefully it will build their ‘likes’ up to something more worthwhile too.

It’s worth saying that they appear to have a very responsive team answering questions and wall posts, which is good to see. All too often brands invest in a campaign and forget to have sufficient resource to deal with the additional questions and engage with their ‘fans’.

2. The National Trust – My Farm

In an attempt to bring people closer with the realities of food production and farm life, The National Trust have launched a digital campaign which very much links in with real life.

Using a 60 second ad (above) to drive traffic to their website, they are hoping to encourage 10,000 participants to help with the running and decision-making of their farm, in Cambridgeshire. The website will be maintained by the farm ‘team’ and updated with video, blog posts etc. so that you can get a real feel for the day-to-day of farm life.

The one downfall – you have to pay £30 in order to join!

Whilst I think it is a great idea, the subscription model will be a real turn-off for most people, especially as you don’t appear to get much back in return. They’ll need to put a lot more work into driving traffic and subscriptions than just the ad alone – perhaps get some key influencers within their target user-groups interested and onboard?

However, as a long-term project it will be interesting to see how the engagement lasts with the people they do manage to get signed up. Maybe ‘crowdsourced farming’ will take off! Who knows!

3. Vodafone LG Optimus – Pixel Hunt

Unfortunately, this campaign website and game are no longer live so I am unable to add a link. However, after picking up on this great idea by Vodafone Germany on the Digital Buzz blog this week, I really wanted to share it!

To generate some buzz around the launch of the latest LG Optimus phone in Germany last November, Vodafone decided to emphasise how great the quality of the camera was, and create a game which involved finding 100 hidden phones within the pixels of a picture. Users could select one of the pixels in the picture on the campaign website in the hope of finding one of the free phones.

The results were fantastic. Over 300,000  people played the game and selected all of the 5 million pixels in under a month. Looks like there were strong links with Facebook to help boost the activity, but even so, those are pretty impressive results!

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