Probably a little obvious to post about this today, but I really like the Electric Ireland competition. Its like the old radio promos that 98FM used to do, “The Fugitive”. They give a clue and then you have to find the Fugitive. But instead of having people driving around the city like lunatics, today saw people sitting in front of their computer screens – like lunatics.
It was really interesting to see the level of interest in the office today for the competition. There were two groups (almost rival teams) tweeting and checking back into the app A LOT to see if the map had been updated.
In case you missed it here is what the campaign is about
Clearly inspired by this idea from VW Brazil – but thats ok. Some of the best ideas are borrowed – right?
The prize isnt exactly amazing, its good (5 tickets to Electric Picnic) but its not 5 VIP all expenses paid tickets. So why did this competition get more interest and hype than any of the other ones that have been run (take the Vodafone one for example).
I think the element of team work that was involved really helped create a sense of engagement. The fact that you had to check in to the map to see where the tickets were going to be was very addictive. I think the online and offline element of it worked very well, it wasn’t just about sitting at your computer, you had to get out there and find the sparkhead in the real world. (the folks here in the office took a planned approach to this, one stayed in the office while the other went out into the streets to find the secret location).
This was something different to this market and it worked really well. I would love to see results. I wonder how many tweets it took to complete the reveal?