Reaching target groups of social websites users, age profiled 18-40y
Change of Funai image: modern enterprise, open for bloggers and internet users, aware of modern communication channels
Gathering social communities around a brand which will stand for the further WEB 2.0 activities
Strategy:
Central pivox was a contest for the most interesting ending of a cartoon titled the same as the sales promotion "Have you a big..? Win a small one!". The contest was an integral aprt of the campaign.
The contest was promoted at popular blogs, microblogs, social website for professionals - Golden Line /banner at graphics and digital artists groups/
Awards: every week the author of the most interesting idea and other fans' comments or votes received a Funai 19” tv set.
Sponsored article at the biggest Polish mainstream website Interia.pl
Results:
Numerous discussions were run during the whole time of contest duration. The subjects varied from the fans' propositions, the sales promotion itself, and Funai tv sets and tv market: total 5600 comments
Contest's profile was frequented by 13 000 readers
