Food for thought: The spy who sold out
Forgiving a pretty face
Facebook to agencies: how will people share your story?
Is “The Pitch” an accurate reflection of our industry?
Orangina has a reputation for fun, envelope-pushing campaigns. Remember those risqué European TV spots? The social media-savvy Facebook promos? That iconic teardrop bottle? What’s not to love?
I was intrigued, then, to read of a new promo Orangina is running on Facebook:
“Amateur photographers from across Canada are invited to participate in Orangina’s The Art of Refreshment photo contest.”
Cool. How does it work?
“…Canadians have the opportunity to create images that capture the essence of Orangina…”
Good product. Good brand. Interesting idea. So how is it that the promo ended up leaving me with a bad taste in my mouth?
1. They left me stranded.
When I click on the link, it lands on a page with a bit of info about the promo, but no link to go anywhere – basically leaving me stranded. There’s an “Enter” tab at the top of the page, but it’s not in line with the contest copy. (To be fair, they’ve since changed the link to go directly to the contest entry page.)
2. They gave me too much to read.
Once I found the entry page, the volume of text was overwhelming. This is online, right? Short. Attention. Spans.
3. They made it hard to participate.
When I click to submit a contest entry, it took me away from Facebook and asked me to cut and paste the contest entry form and submit it via email? Email? No submit button? What century is this?
4. They left me feeling used.
My biggest beef is that this promo amounts to a thinly veiled research exercise. Orangina is trawling for consumer-generated mood boards to help them define how I feel about the brand’s key positioning pillars: “The iconic bottle,” “The emotional essence,” and “the look and feel.”
Maybe I’m not the target for this. But I wonder who is? Consumers who are wired in enough to be entering a Facebook contest, but not savvy enough to spot a brand monologue masquerading as a dialogue.
You ask me, the whole brand’s just gone pear-shaped.
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