I’m always on the lookout for innovative marketing campaigns that leverage user-generated content to build a compelling story that not only engages, but inspires people to share the content, the campaign and, often riding along, the brand. So, when I discovered a campaign that Mitchum is running as an online video contest, I was fascinated.
The name of the campaign is – Are You The Hardest Work Person in America? It’s built around a pretty sytlized site that offers a number of compelling “example” videos shot by documentary film maker, Albert Maysles to both draw you into the experience and inspire you to create and submit your own video. Once submitted, you’re then encouraged to promote your video to get it the most attention possible.
Why would you do this? For the chance to win $100,000, be crowned Hardest Working Person in America by Mitchum and have Maysles make a film about you (FYI, if you’re interested, I believe the contest ends on June 11, so hustle up!).
I spent some time poking around the site. And found Maysles’ short “example” films compelling and real. I love seeing stories not only of captains of industry, but also people who put in a real honest day’s work, have an impact, but are largely unsung by anyone beyond the immediate circle of folks they serve and impact.
Here’s a sample of one featuring the “hardest working baker”…
I also realized while watching the films, there’s hard work and there’s HARD WORK. I work hard, but I don’t put in anywhere near the hours, manual labor or effort many of the others in the films put in. So, much as I’d love to have Maysles shoot me, “Hardest Working Person” isn’t exactly a title I’d ever feel comfortable vying for.
When it comes down it, it’s a pretty interesting campaign. But, you’ve gotta ask, what’s in it for Mitchum?
Well the site is strongly co-branded, so you can’t help but be exposed to “the hardest working anti-perspirant in America” as you ride along in all these other real-life stories. If those stories create good feelings, if they connect with viewers on a visceral level, at least some of that ends up rubbing off on the brand.
And, if each contestant works hard to drive word-of-mouth and they get a lot of contestants, that feeling of connection potentially expands out to reach a lot of people.
So, I’m curious, what do you think of this type of campaign? Would you participate?
Does the nature of the sponsor affect your desire to participate in the campaign?
Did you find the website, videos and contest compelling? Enough to share?
Does it impact the connection you feel with the brand?
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