I just wanted to share a few thoughts on the recent CWTV Oreo Double Stuf Race promotion. First and foremost, thanks to all of you that actively voted and told your friends to do the same. I saw some exponential growth in the traffic going from my pages on MySpace and WordPress. In the final hour, many of you put in hundreds of clicks which really kept my brother in the race.
According to the last vote refresh I got to see (right before the poll page was taken offline), the top two videos were Oreos In Bed and Deliocioso. I think I share the sentiment of most people out there when I sit in complete bewilderment and wonder just how in the world such a piss-poor entry made it as a finalist, let alone won the grand prize. Apparently, since other people found the jump from 5% to 63% [practically overnight] to be rather suspicious, an investigation got started. I don’t mean to sound like a sore loser but, really, my brother’s video was infinitely better than “Oreos In Bed” – I would have rather seen “The Last One”, “Search for Stuf”, or “I Love Oreos” in the #1 spot since they had much more substance and production value.
I reviewed the Oreo Double Stuf Race contest rules and it seems that 70% of the vote is based on “personality” – call me crazy, but I don’t think there was much personality in that bed scene. What there was in that video was a whole lot of suggestive sexual content. Boobies sell and I guess that is enough for the general public. Sad times indeed…
Fortunately, the prize packs for grand and first places are pretty much the same so it’s not like my brother is missing out. It’s just a shame that these other hard-working people got jerked out of a good PR opportunity. We were able to keep my brother in the race by using several PR channels and blasts. MySpace, StumbleUpon, De.licio.us, WordPress, WOMM, and many other marketing tools came together to bring many of the related pages to the top of search engine results in a matter of a few days. Talk about generating buzz!
We created a very viral message by playing into the fact that the girl behind “Oreos In Bed” was clearly cheating or the contest was rigged in some maner. People started to spread this message out amongst their discussion groups, chat channels, e-mail lists, and the like. We really suspect that a clickbot was being used since, even with at least 15-20 people voting actively at once, we were barely able to level out the playing field and keep “Oreos in Bed” in check. Nonetheless, I think this all serves as a great lesson in marketing and even brand power. The Oreo brand alone created entry points into my blogs that were not there before. Even people querying for “contests” found my blog, which helped us create a new audience rather than just focusing on our natural market.
Had there been more buzz generated by NCompass (the Integrated Marketing Solutions provider), I think the turn-out would have been different. This turned out to be a popularity contest rather than a show of which videos were better. It’s a shame that NCompass didn’t see the possible percussions of such a wide-open poll. Oh well… The important thing here is that we are all winners in spite of the losers that damaged the integrity of this promotion. You guys proved that even the smallest, otherwise insignificant message, can become viral when aimed at specific markets, the right people. I am very pleased to say that this promotional effort has exploded my blog’s personality and has inspired me to start a new series of articles in the areas of online marketing, social media, buzz marketing, and weaving viral stories. I definitely look forward to the coming months and I hope you do too!
Ms. “Oreos In Bed”, if you did indeed cheat, shame on you! Extra “shame on you” for those that had the sheer oversight to allow multiple clicks per user. Talk about inviting clickbots and other dirty tactics. Must have been the marketing department interns. Folks, this is not high school and a lot of good videos got bumped out of the competition, due to a mere popularity contest. Those that voted for the bad videos just because the people were cute or familiar, really, you should sit in a corner and reflect about what you have done. I’m going to send this guy to your homes: