時尚雙語:口碑營銷：一如MTV歐洲音樂節的VIP票
This contest made people really work for the big prize - but the chance to get VIP tickets to the MTV Europe Music Awards and to possibly announce the winner of a major category on stage during the show motivated more than 3,500 people to apply. Sony Ericsson picked 100 lucky winners (based on their personal submissions) who made the journey from London to Liverpool over a 9 day period for the first ever "Fan Walk." Sony Ericsson was a sponsor of the awards which made it possible to not only to get the tickets but to secure the opportunity for one big music fan to announce the winner of the "best video star" category while millions of people across the continent were watching.
This campaign works on multiple fronts. First of all, Sony Ericsson was able to secure a major incentive to get people excited and to enter - that being the chance to announce an award winner at the show. Next, there is a natural product tie-in for Sony Ericsson - having people listen to music via their Walkman phone as well as map their route via the phone, take photos, capture videos, text friends and more. All of this content is on the campaign website, provided a showcase of great stories by music fans who are now even more bonded with Sony Ericsson than before. The campaign also worked across multiple countries and brought together winners for all over Europe, so building even more local and regional buzz about the campaign.
This campaign is a great example of never letting a "we could never do that" comment in a brainstorm stop you from thinking. And it also shows the power or creating experiences for people to get to know and love your brand, who will in turn tell everyone about thier unique involvement and build a brands reputation through positive word-of-mouth. Well done on all fronts!
這個比賽真正使人們投入到了大獎的爭奪中——爲了得到MTV歐洲音樂節的VIP票以及可能在面對超過3500名的觀衆的舞臺上宣佈主要獎項獲得者的機會。索愛從所有的申請者中挑選了100名幸運的贏家，他們將參與到爲期9天的從倫敦到利物浦的第一次“歌迷大暴走”行程中。作爲該獎贊助商的索愛不僅能得到門票，而且還能決定一位超級歌迷可以在成千上萬的觀衆前宣佈誰將獲得“最佳影視歌星”獎。
這個比賽能夠順利執行有多方面的原因。首先，索愛能夠抓住一個使人非常興奮並被吸引參與其中的誘餌——在演出時爲獲獎歌手頒獎的機會。其次，該活動與索愛產品屬性相契合——人們可以使用它的音樂手機來聽音樂、搜索路線、拍照、拍攝視頻、與朋友短信聊天等等。所有的內容都放在活動網站上，它還提供了一個展示平臺供歌迷們記錄不同尋常的故事，用戶的使用黏度比之前更高了。這個活動也在其它多個國家進行，並集合歐洲各地的獲獎者，所以該活動建立了更多具有地域性的信息。
這個比賽是一個很好的例子，永遠不要讓“我們不可能做到”那種一瞬間的想法使你停止思考。這也顯示了創造體驗來使人們瞭解並熱愛你的品牌的能量，他們轉而會告訴每個人他們獨特的體驗，從而使品牌美譽通過口碑傳播來得以實現。
