Consumers, do I have an announcement for you! A brand is giving you a chance to SHARE your experience of their brand at a brand-run microsite by UPLOADING pictures and comments! I know, I know, how ever are you going to control your excitement?
You’re not. Jump around a little bit, maybe do a dance and some fist pumps, deal with it an we’ll move on.
The brand: Heineken Premium Light.
The website: “Share the Good”
The agency responsible: the recently-fired-from-the-account Ryan Partnership (as an aside, Ryan employees are shopping the line that Ryan made no money on the account and resigned it…even though some sixty people were dedicated to the business and it was their highest profile client).
I am not going to go over the reasons that the done to death consumers uploading content idea is bad. I have done it before. A lot. Instead, I am going to laugh at how disappointed Heineken will inevitably be when the participation numbers aren’t what they were expecting.
Wait, you mean that if we let consumers upload pictures of themselves drinking our beer and only give them a remote chance to win something vague if they do it and, oh, our radio drives them to a site that wasn’t up when the radio started running they won’t trip over themselves to get involved?
But hey, at least they are using awareness vehicles to drive people to the site. They have done one thing right.