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Giving away free products will always be labeled a "brilliant campaign." The game that was given away free a few weeks ago, Radiohead, NIN. I'd say the campai
by metra 17y ago
Giving away free products will always be labeled a "brilliant campaign."
The game that was given away free a few weeks ago, Radiohead, NIN.
I'd say the campaign would be brilliant if you could measure an increase in consumers after the campaign. I would just claim my free furniture and that's it. Not necessarily shop there any further.
- sanj 17y agoThe ability to give stuff away can make campaigns work. But is not a guarantee.
- foulmouthboy 17y agoThe brilliant part of it was making people tag their names into the Facebook profile's photos. You get those photos showing up in the Walls and news streams of contestants who then explain what they're doing to their 150+ friends who then tag themselves and share the promotion again. Brilliant use of the tool to capitalize on network effects of Facebook.
- BigDamnDeal 17y agoYeah, this seems especially excellent for getting initial awareness of a product – in this case, that specific IKEA location, as represented by its manager. It also seems like a good way to build a mailing list, as the Obama campaign did when they got everyone's phone numbers so they could text them the name of the VP pick. That was some brilliant use of social media for old-fashioned mailing-list-building disguised as a gimmick.
- cyen 17y agowell, the /next/ time you need furniture, now you'll know there's an IKEA in Malmo - I suppose they put manager Gustavsson's profile in the public Malmo network, and the brilliance is in getting the word to spread so quickly (for free! minus products) in the relevant geographical region. Even giveaways usually have marketing budgets for signs, pamphlets, postcards...
- ellyagg 17y agoYeah, this was my problem with the claim that "Cash for Clunkers" was a raging success. People like free stuff and money, and it's not exactly rocket science to get the word spread about all the free stuff and money being handed out.