Well, I certainly stuffed myself full of , so on that score it hit the mark. Having said that, me sitting next to a multi-pack of the little blighters for a couple of hours is probably a bit like putting a man into a room with a mirror and a tea-cosy - so long as he thinks no-one is watching, sooner or later he tries it on.
When I'm asked to review an SP campaign, the thing I'm interested in is what are the objectives? (Ideally, what is THE objective?) In judging the , you get the benefit of both the objectives and the results, though sometimes the former seem post-rationalised to match the latter, while the latter often raise a few eyebrows in their own right. Here - for The - I have neither, nor could I find the offer instore, so I'm working purely by the website.
The way I understand snack promotions is that if you can get the kids to raid the kitchen cupboard you've cracked it - that next pack might just be the one with the £20 note or the iPod inside - and, hey, what the heck? - you can always eat another pack to save it from going stale. Next thing Mum's back at Tesco and sales are on the up.
So the objective is clear - to motivate that simple action of opening another pack that someone already owns: to target a tiny but mighty point of leverage, of the type that SP is just made for.
But what if you can't afford a proper promotion like this? Well, second best is to go for some sort of collector scheme, and accept the drawback that 90% of the population can't be bothered with garnering proofs of purchase, sending them off, going online... that kind of thing. It can work for a promotionally sensitive niche, and if you run the right kind of SLP you can even make money.
Cast in this light, where does The Golden Hoop Film Awards come in? As far as I can tell, there's no POP requirement - other than you need a couple of Hula Hoops to make your movie - so on the face of it the brief had no sales objectives in its midst. Leaving sales aside, then, all that really remains is awareness.
Awareness - as received wisdom would have it - really means ‘lots of people'... in this case I guess ‘lots of people visiting the website and thinking Hula Hoops are great'. So... will they do it?
The website is impressively put together - a gargantuan job going by a much simpler one we've just done for a client - and the promotional mechanic quite an exercise in endurance (the epic Ts&Cs extend to 2711 words - 8 pages of the average novel!).
Now - you can probably see where I'm heading... I think the metaphor is large tail wagging small dog. I'd bet that entrants to this promotion will be numbered in hundreds, so that means awareness will depend entirely upon these hundreds producing mouthwatering fare for the desired thousands they want to reach. Will the hordes come surfing ashore on a high tide of interest? Will they watch politically correct Hula Hoops videos in their spare time? Or will it be YouTube?
Rating - 4 out of 10
Agency - Wax Communications
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