When we talk about digital social campaigns, often times the mind wonders to tools like Twitter or Facebook, but one of the things that we tell businesses all the time, is that to be social and to foster that social behaviour, your idea or campaign does not have to always reside on a third party social network. I mean sure, you will use them as a way to spread the word (you would be foolish not to), but you can be social, viral and engaging, without them. This is the approach that Puma has taken with their most recent campaign called ‘Life Scoreboard‘, an awesome example of using your brands core competency to build hype and engagement.
The ‘Life Scoreboard’, Puma Campaign
You can access your personal scoreboard and view general interest score boards online or through a handy iPhone app. Once set up, you can keep score on any competitive task or situation in your life. For example, being Canadian, we could track who, between my friend and I, uses the expression “eh” more. Or, competition between my cousin and I to see who can devour the most Barolo in a week (I would never really do that). The point is, the competition could be whatever you like, the number of cheese burgers, or the opposite, the amount of weight lost, based on your most recent New Years resolution.
In order to start keeping score, you do have to set up an account, but the process is quick. Now the campaign evolution gets more communal and social, not just because I can share my scoreboard with friends (that’s so 2009), but because I can leave my scoreboard open to have any other registered user add a point to either side, regardless of if I have a relationship with them or not. Now if everyone respects the process, you could see some interesting data coming out of Puma’s open scoreboards – more than they think. We could see results that shape consumer and public opinion on some serious things!
The campaign itself has a ton of promise to be a success, as it breeds on our natural instincts to compete, and engulf neat data points that are not only educational, but also funny. In the end, Puma gains mind-share and a kick-ass, targeted, mailing list and that in itself makes doing your own social campaign well worth it, considering targeted campaigns have an open rate that is 20% higher than those that are general blasts.
Currently, the trending scoreboards consist of things like: WikiLeaks vs The Man; Election Throw-down (Republicans vs Democrats); PC vs Mac and a whole bunch more. We just opened up our own score board – Windows 7 Mobile: Bust or Success – travel over to Puma’s Life Scoreboard and let us know what you think.
