It’s no secret that active bloggers and Twitter users are generally quite fond of content sharing. That’s because they’re creators, rather than passive consumers of content. The question is though — are content-creators willing to put an effort into creating creative material for your brand when faced with the prospect of possible financial benefits?
Idea and Objective:
Want to win this TV? Great. Now put your creative thinking hats on.
The competition idea is brilliant in its simplicity. The candidates had to tweet a versus proposition for a Philips product, that is, challenge Philips to beat something else using its products. In one of the example videos, Philips Vs The Sun, the firm tries to fool a cockerel that it’s morning using a wake-up light:
People used imagery as well, like this one off Flickr:
In case you are curious, here is the winning idea:
@Philips_vs War. World peace – send Philips Intimate Massagers to all world dictators to see if it convinces them to Make Love, Not War.
While people liked some of the content, as you can see below—
—the campaign did not have much positive impact on the brand. Graphing the mentions of “Philips” on Twitter during that time period, as borrowed from Viral Blog:
Answering the question we posed initially: “are content-creators willing to put effort into creating creative material for your brand when faced with the prospect of possible financial benefits?”, the answer is “not unless the financial benefit is worth it.”
- People may make the effort it would take to come up with a creative idea— ex. crowdsourcing—if the competition provides strong benefits, but not if it’s a far shot.
- People won’t socially bookmark interesting brand material unless it really is very different from other things available.
- Just because some people like content doesn’t guarantee that it will go viral.
What do you think of this campaign? Why do you think that people did not react so well to it although the content does have viral basics?