A quick look at the recent consumer contest prizes offered from non-tech companies like Coke Cola and ITC shows the way these FMCG giants are leveraging the new temptations in the lives of the Indian urban metro youth audience – tablets .i.e. primarily iPads and Samsung Galaxy Tabs.
Enclosed below are 2 such contests that are currently running:
1. Fiama Di Wells ‘Dude Hunt’ – the brand has tied up with Café Coffee Day outlets to launch the search for the coolest ‘dudes’ from each city. The prize offered is an iPad. The prize – the iPad – has been given a lot of ad space. Even the messaging in the video from the Fiama Di Wells brand ambassador creates a pull for the iPad.
2. ‘Limca Do Pal Tazagi – Har Ghante Touch Pad’- the brand has launched a consumer initiative across the country that aims to offer consumers a chance to refresh themselves via the latest in technology, i.e., touchpad phones – which bring together mobile and internet platforms. As part of this unique initiative a computer generated lucky draw would provide consumers with an opportunity to win up to 10 Samsung Galaxy Tabs every day from 17th August - 30th September, 2011.
What’s Good:
· it’s refreshing to see the ‘digital immigrants’ constituted FMCG marketing teams understand the bent of mind on today’s urban metro youth
· fine-tuned marketing initiatives with a flavor of ‘in’ things like tablets shows the way forward for other non-tech companies
· shows how a little change [by offering new things consumers really desire - tablets] can create more conversations
What’s Risky:
· The brand messaging shouldn’t get diluted by offering items as contest prizes, that have a greater brand pull than the products with which these products are offered itself!
Suggestions:
· The ‘why’ of offering these hot tech products as consumer contest initiatives should be explained. It could even be constructed into a marketing pitch for their PR firms.
*Enclosed below is the video from the Fiama Di Wells brand ambassador for your reference:
gud 1...:)
ReplyDeleteTks Chitra :)
ReplyDeleteHi Friends, Would you like to Win a Samsung Galaxy Tab. You can now participate in Limca Do Pal Tazagi - Har Ghante Touch Pad through our app Touch Voter. Touch Voter enables you to participate in this contest Real Time, Anytime, Anywhere just at a click of your mobile screen. Just try this app, I have tried, it’s really very nice and real time. You can download Touch voter by sending vote to 56070 or @ www.touchvoter.com
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