Found this via Kerry. HP did a clever campaign giving away 31 pieces of kit and the reaction was fantastic. Here are their slides talking about the campaign:
Word-of-mouth case study: HP 31 Days of the Dragon
View SlideShare presentation or Upload your own. (tags: word-of-mouth buzz)
Some blurbs from the slides:
- “We could not have bought the results achieved with traditional media”
- “We really know them at a personal level – we consider each other friends, not just cards in a rolodex”
- “We spent over a year demonstrating that we were willing to do the right things for, with and by them and therefore earned their trust”
- “They helped design the rules and manage and organise each other – this was more of a partnership than a program”
- “By allowing the bloggers to design their own contest and then giving them a unit to give away, we removed a lot of the legal and internal approvals required for such a campaign”
Food for thought folks!
One thought on ““We could not have bought the results achieved with traditional media” – 31 Days of the Dragon”
For $250k, essentially the production cost of a medium-to large Irish agency’s big ad for big client for a typical two year media run, Dell shows just how creaky analogue advertising has become. Critically, the media spend is absolutely zero. That’s where it’s going to hurt the most. Agencies and broadcasters really should be sitting up at this point.
Interesting too that Dell have come full circle with bloggers, embracing and getting inventive as they realise the remarkable potential. And the fact that there’s so much open disclosure with results is a nicde nod to blogland’s open ethos too.
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