A Horrible Example of Engagement

Whether we are talking about engagement, or as Cadbury call it ‘a moment of joy’, there is no doubt that taking consumers ‘beyond the commercial message’ is the topic of the year.  But, it continues to frustrate me that we seem to consider engagement as new territory…

Recently, I was taking a moment to relish some of the campaigns that I have been blessed to be involved in and I came across the following memory.

If you’ve travelled to Europe and the UK you will know and have tasted Skol Lager.  It’s a brand that has virtually no Northern European heritage.  Yet the brand name implies so much history and geographic heritage.

A few years ago I was lucky enough to be working with the brand owners in the UK.  Our team had been briefed to create and execute a brand activation campaign across all on-premise venues that poured Skol.  The on-premise execution needed to support the mainstream media campaign featuring the nation’s favourite Nordic – Hagar the Horrible. Take a look at one of the many Hagar TV spots here: http://www.youtube.com/watch?v=LrPAPTtoLj4&feature=rec-LGOUT-exp_fresh+div-1r-1-HM

I am not claiming our campaign as rocket science but, as we all know engagement comes in all shapes and sizes – and by the way, if our campaign did involve rocket science, it would probably have been too complicated for the audience.

For me the cute part of this tactical campaign was that as part of our on-premise campaign we created unique beer coasters to reflect the various Hagar the Horrible characters.  The holes you can see in each coaster allow our brand drinkers to insert their fingers and create their own Hagar story.  Not only did our customers have fun in the pub but, they also started to collect the coasters and take them home.

Consumer engagement comes in all shapes and sizes – and the concept of taking consumers to a place ‘beyond the commercial message’ has been with us for a long time …

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~ by rtymerej on September 21, 2010.

 
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