Food for thought: Do high-involvement promotions work better than tchotchkes and instant-wins?
Posted in Our Opinions, Uncategorized on August 11th, 2006 | Tags: customer involvement, participation, tchotchkesIs it just me, or is there a trend developing toward promotional campaigns that call for more high involvement, that is, participation, on the part of consumers?
Case in Point: Volvo’s spectacular treasure-hunt promo challenging people worlwide to visit their Volvo dealers for treasure maps with hints as to the whereabouts of a hidden XC90 SUV.
Contrast the Volvo campaign, tying in with a Pirates of the Caribbean blockbuster sequel to generate enough excitement, awareness and interest to drive dealership traffic, with Ford’s decision to insert a toy car model in 600,000 breakfast-cereal boxes… which one would you bet on to generate results?
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