Being in the interactive promotions business I check out online promos every day. While many are run of the mill enter-to-win contests and sweeps I do on occasion see some very intelligent promotions. This was the case yesterday when I came across a promotion being run by Rittenhouse Guitars (www.rittenhouseguitars.com). Rittenhouse is a boutique guitar company that makes custom reliced guitars. Factoring in their size and the current state of the economy one can assume that they had limited funds with which to generate awareness of their company and its offering. So they came up with the following outstanding promotion idea:
They launched an online sweeps in which they gave away one of their custom reliced guitars. While that is nothing unique, their promotion strategy was brilliant. Given their limited budget they needed to find some creative ways to generate awareness of the promotion. Their solution was to award participants additional chances to win for:
1. Becoming a Rittenhouse Guitars Facebook Fan and writing “I want a Rittenhouse Guitar from www.RittenhouseGuitars.com”. Of course when I did this the post showed up on my facebook page. Because I am a guitar player I have a number of friends who are also guitar players. Now Rittenhouse had a post on my page that all my guitarist friends could see. And it cost them nothing to reach that target audience.
2. Follow Rittenhouse Guitars on Twitter and tweat the phrase “I want a custom guitar from Rittenhouse Guitars at www.rittenhouseguitars.com”. Same principle applies. They got access to their target audience for free. Plus I could earn an additional entry for each day I tweated that phrase thus ensuring that my friends who weren’t on twitter when I tweated still saw my tweat .
3. Write a post about this giveway on your own blog. (I suppose you could say I’m killing two birds with one stone!)
4. Purchase a custom Rittenhouse Guitar and get 5 entries.
5. Refer an order and get 5 entries.
The strategy, which is one we constantly use here at Launchfire, is to offer registrants value in exchange for their participation. In this case, specifically offer value in exchange for help promoting the company and driving sales. This is the type of common sense approach that will drive results. Nice work RittenHouse Guitars. I’d sure love to find out if your guitars are as good as your promotions.
Nugget #6
Common sense is remarkably uncommon. Me.
Not sure about advergaming as an online marketing tactic? Here are eight reasons that you should consider it:
1. They’re magnetic
People are much more likely to click on a link or banner that promises to provide value to them. Advergames are magnetic because they offer an entertaining experience to consumers in exchange for their time. › Continue reading
