http://www.stuckincustoms.com/2009/11/11/five-great-twitter-contests/
We decided that Twitter would be an ideal platform for our contest as it is popular with our core target audience.
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We agreed that a symbiotic relationship with a well-known brand would be a great idea as the partnership would be mutually beneficial and we could have some fun with our campaign. After looking through some magazines we found a perfume called LOUD by Tommy Hilfiger, a well known brand popular with young people.
"LOUD was created through an open exchange of ideas - a creative collaboration of the best talent in music, fragrance & film. Put simply, it is scent remixed."
Their ad campaign happened to be black, white and pink, matching our strong brand image, and they used popular celebrities like Daisy Lowe and The Ting Tings in their adverts.
We thought that The XYZs would be great brand ambassadors so we decided to create our own version of the magazine advert to use on our website as part of our competition and marketing campaign:
This meant that we could place the advert on the competition page of our website without ruining our colour scheme.
Then we decided on a prize that would appeal to our core market:
- Hang out with The XYZs on the set of their Tommy Hilfiger TV ad shoot
- A signed copy of their debut album 'Exhibit A'
- An exclusive Loud by Tommy Hilfiger gift set worth £45
Using the brand name LOUD we thought up our twitter competition idea:
"Upload a video to YouTube of you (with up to three friends) shouting "HEY! STRIPPER!" in a public place... the more extreme, the better. Try and think outside the box; this competition is all about making an impact, having fun and being LOUD.
Once you've uploaded your video, tweet the YouTube URL to @theXYZs including the hashtag #XYZLOUD. You must be following @theXYZs and @LOUD_Hilfiger to enter."
We then said that The XYZs will pick their three favourite videos and post them on the website, where fans will then be able to vote for their favourite.
Incorporating this idea of being outspoken, and using a tricolon for emphasis, we came up with a tagline -
"So, get creative, get outrageous and most importantly, GET LOUD!"
To keep the campaign realistic we ensured to post a link to Tommy Hilfiger's website and of course a photo of the fragrance, so we are advertising their product.
This competition would be fun for our fans to enter, and it is a really simple idea and doesn't require too much effort, as perhaps covering a song or making a whole video message would. It also utilises social media, which of course is very important in targeting young fans in 2011. We would hope to get them involved, especially with the voting stage where the best ones would be posted on our website, and it could even go viral as people search YouTube for these funny clips or people shouting... it even serves as free advertising as they are shouting a line from The XYZs' song!
Whilst researching other artists' websites, despite looking at at least fifty, hardly any of them seemed to have a competition or symbiotic relationship similar to ours, so we felt they were missing a trick. The most similar one we found was on Ed Sheeran's website, where there was a competition to win a trip to Legoland - this is of course a partnership between the arist and a brand, like our campaign. There are links to the Legoland website so both parties benefit. It uses new technlogies, as entrants must film themselves building a Lego house then upload it online; similarly, our competition involved YouTube and Twitter. It also links to his song which is called 'Lego House', just like our competition involves shouting the lyrics to our song, 'Stripper'. It also heavily involves the artist himself, as it says 'Ed will be watching them all', and we mentioned that The XYZs themselves would pick their favourites for our competition, plus the winner gets to meet Ed, plus win other prizes, in a similar way to our prizes which involve hanging out with the band, plus more.
It is simple to enter, fun and interactive, which is why we believe it is a great example of a music artist competition involving a symbiotic relationship with a seemingly unrelated brand.
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