In June, Volvo revealed a secret: It buried one of its hottest cars in a well-hidden location and looked to consumers to sign up at dealerships for a chance to find the vehicle. Earlier this summer, Lornamead Brands issued a Finesse casting call to award modeling contracts to five consumers with the best—and worst—hairstyles. Purell andNational Geographic’s essay contest will send 15 kids and two teachers to Africa next summer, following an expedition this year to the Galapagos Islands. And RadioShack bumped some stores’ sales 165% by encouraging holiday shoppers to, well, sit down.
How did they all make it work?
PROMO’s editors looked at these diverse campaigns to see how top marketers make a complex game, contest or sweepstakes work. Here’s a glimpse at the operations—from planning to execution—for different brands, in different venues, with the same goal: Grabbing consumer’s attention and winning them over.
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