Companies don't give away their own product because they don't want to devalue it in the minds of the consumer by equating it with something you can get for free. Plus, all the "free iPod" banners have added a sense of scam to that tactic.
Posted by: Todd W. at May 24, 2005 09:31 PM
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I believe that the novel and biggest value of online advertising is the experience dimension: the ability to provide a brand experience to the consumer. If the online campaign is centered around a well crafted and rich interactive experience design, that truly conveys the brand propositions - than we have a winner. Only if the core concept is weak, than prize may overshadow the brand.
As a successfull example, take nordic cola's christmas campaign - they gave a swedish make mp3 player too - though, by no means prize stole the show.
Posted by: Can Saracoglu at May 25, 2005 11:31 AM
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People react to the idea of something for nothing, so incentives, commonly chance-to-win, is a way to grab peoples attention to pull them into the brand. They key is to incorporate your brand message into the experience and quickly act on the data collected as part of the promotions regsistration. The prizing is a critical element, but should not drive the promotion - the strategy should. Prizing must be connected to the brand or campaign message, something the target audience aspires to, can't get on their own, would have a hard time organizing, has long term value, etc. Best prizing setup - one exciting aspirational prize, and a lot of smaller prizes awarded instantly.
Posted by: Bob Marsh at May 26, 2005 01:47 PM
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