Mitchum dubs itself as the hardest working anti-perspirant in America, and in an effort to extend that brand promise, the company behind the brand is turning to a clever new social media marketing campaign.
In Mitchum’s new “Are You the Hardest Working Person in America?” campaign, consumers are invited to enter to win $100,000 and the opportunity to have a film made about them by legendary filmmaker Albert Maysles. To enter, consumers simply have to upload a video to Mitchum’s YouTube channel of themselves telling the story of why they are the hardest working person in America.
Now, here is the clever part of this social media marketing campaign that many large businesses would be too scared to allow. Contestants in Mitchum’s contest are encouraged to spread the word about the contest and actively try to get votes for their entry videos across the social Web. In effect, Mitchum is giving up control of the online conversation and letting it spread far and wide at the hands of consumers, but the company is doing it in a clever way by asking consumers to promote themselves.
You see, Mitchum will be indirectly promoted as people talk about their videos and ask friends and family to watch their videos, share them, and vote for them. Conversations across the social Web will undoubtedly center around the content of the videos, not Mitchum. However, each conversation gives Mitchum indirect marketing exposure that spreads far and wide. You can’t buy that kind of exposure!
You can check one of the commercials hyping the Mitchum “Are You the Hardest Working Person in America?” campaign below. Not only are the commercial and the campaign entertaining, but they are also inspirational. Bottom-line, this is simply a great effort by Mitchum to leverage social media to build its brand and business.
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