15 April 2009

+ Left Out To Dry

Carlton Dry have recently just finished up an aight digital campaign, Team Dry. The premise is simple, upload a video of you doing a useless talent and win $50,000.

So far, not that interesting. The campaign is okay, not really purple cow material but certainly not too bad. What I did like was the approach taken to encourage people to submit entries. Readers of men's magazines Ralph and Zoo were told if they submitted an entry with a copy of the magazine in the video, they would receive a free slab of Carlton Dry. A great incentive to encourage people to enter competitions, particularly those with high levels of engagement.

Unfortunately it seems they have decided to ignore the submission I entered before the deadline. One email address I attempted to contact them on was rejected and the other has gone ignored. Can anyone put my in touch with someone behind the campaign? I want my free slab of beer.

If not, the half a day I spent making the videos means I have enough pent up anger to never buy Carlton Dry. Ever.

6 comments:

  1. More like brown cow and bribery by beer.

    Men are notoriously bad at entering competitions in mens mags so I bet a slab helps. As you've kindly demonstrated.

    p.s $50,000 ain't no small prize hey! Especially for useless talent.

    Will check out the campaign though as I hadn't seen it (seeing as I don't read Ralph n' all)

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  2. Just received a response from an Account Manager. Coincidence?

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  3. Zac, give us a link to your useless talent video ...

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  4. @ Daniel Oyston

    When my submission appears on the website I might let you know. ;]

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  5. when you have to describe a campaign as 'okay' - the campaign has probably failed.

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  6. lucky for marketers the success of campaigns isn't judged on whether observers think it's okay ... it's based on more solid metrics around sales etc. Phew ...

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The views expressed herein are my own and do not necessarily reflect those of my employer. Also ponies are evil.
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