I watched a DVR’d football game recently. I wanted some football, so I found one I’d recorded and plopped down to watch the game.
At some point between a crying baby and dog that needed to go in and out 22 times, I forgot to fast-forward through the commercials, and I caught the State Farm Discount Double-Check commercial. You know, the one with Aaron Rodgers in the classroom. Immediately after that commercial, I saw this.
State Farm was running what it calls a “consumer promotion extension” of the Discount Double-Check ad. Basically, you watch the commercial, count the pieces of cheese you see, and go to their Facebook page to enter.
This promo struck me, a marketer, on different levels…
- It’s a brilliant way to get consumers to engage with the brand.
- It’s easy.
- It engages more than just one person (see below).
- It causes the consumer to watch—and re-watch—the commercial in a way that’s perceived as fun.
- It leverages multiple marketing media/channels (television, digital, and social media).
Oh, I see what you’re trying to do there, State Farm. Yeah, I know your tricks. I get it. And guess what?
I fell for it. Hook, line, and sinker. I watched and counted… and rewound and counted… and watched and counted again… and rewound and counted, and then I made my wife and son watch and count. And the beauty of all of this nonsense? It didn’t even matter. And I knew that! The ad was from a month ago, the contest long past, but we still watched.
And we don’t even need insurance! I could care less about State Farm! But we watched because it was fun, it was a contest, it brought us together for a few moments.
So the question I have for you, dear readers, is, “What are you doing that’s compelling enough to make your customers and prospects interact with you time and again?”
What brings them together? Are you doing things that are brilliant, easy for the customer, and engaging (maybe even a little daring)? Or you doing the same old, same old because that’s what you’ve always done?
There’s no shame in it. I’ll be the first to admit I’ve done my share of same old, same old in my day. But moving into 2013, let’s take stock of our marketing activities and start thinking how we can perform our own Double-Check.