The Challenge
Borders wanted to add a more social element to the website over Father’s Day which would be fun and family-friendly. The campaign brief was based around the concept of ‘Dad Jokes’ – everyone loves to hate them – and it would be a fun and humorous way of celebrating Dads on their special day. They also wanted a level of participation from their existing community, and so they needed a voting mechanic so users could vote for their favourite Dad Joke.
What we did
The mechanic we created for the campaign was one that allowed Borders to make the most of the readily available features on YouTube. Within the constraints of time and the budget available, it wouldn’t have been feasible to create a video uploader and voting mechanic on the Borders website itself. Instead, we utilized the video response feature on YouTube.
Entrants would reply to our Dad Jokes launch video with their film clip, that way Borders could easily moderate all entries and accept all those that fitted the bill. The top 10 were selected and embedded onto a campaign page on the Borders site. Users were then able to ‘Like’ their favourite using the Borders Liking mechanic.
The Introduction Video
The Introduction video to seed this event is below, we got Sam (an Employee at REDGroup Retail) to create this and he loved it)
The Outcome
The voting mechanic generated thousands of new account sign-ups, and a very happy winner won a family holiday anywhere in Australia. The competition had a very inclusive “everyone’s a winner” philosophy, and voters were given a discount voucher that could be used online and in-store, thus generating post-campaign revenue.
The campaign was a great example of multi-channel marketing; utilizing the best of Social Networking, online participation and increasing in-store footfall.
And the Winner was.......
Below is the winning video as voted by the visitors to Borders Australia