Puma tries out mobile photo-sharing with rewards-based campaign
June 21, 2013
Puma is launching a time-sensitive mobile photo sharing global contest that gives soccer fans an opportunity to share photos in exchange for winning cash for their uploads.
Puma is one of the first brands to test campaigns using the Foap mobile app. The brand is using the platform to spark up some engagement with soccer enthusiasts.
Engaging with customers through digital and social media is an important part of our communication strategy and we are always eager to learn new ways, said Rutger Hagstad, communications manager at Puma Nordic.
How it works
Foap is a free app that is available in Apples App Store.
Users can create an account by linking to their Facebook account.
Once consumers create an account, they can view different missions within the app that they can participate in.
Pumas mission named What is football to you? encourages consumers to upload a photo that shows what football means to them for a chance to win prizes.
The campaign runs through July 9 and will award one consumer $2,000 for the photo that best resembles their passion for the game.
Additionally, a second, third and fourth winner will receive a pair of Pumas evoSpeed 1.2 atletic shoes.
Examples of pictures that consumers have already uploaded include shots of team jerseys and equipment and the pictures of soccer fields.
Once the campaign is over, brands can purchase all of the user-generated photos to use in their own marketing initiatives. Each image is $10, with the profits split evenly between Foap and the user.
Offering consumers $5 for snapping a picture is a great way for a brand to persuade consumers to participate in a campaign.
Puma's contest on Foap
Nowadays, marketers are constantly looking to marry their mobile and social mediums.
Moreover, consumers love to take pictures via their mobile devices and use their smartphones and tablets to share images with their friends and family.
Puma is smart to include both social and mobile in its photo campaign, but what is more interesting with this campaign is the focus on using the pictures for further marketing in the future.
By investing in user-generated photos that will eventually be incorporated into additional marketing mediums, it gives the content some longevity, and points to the important role that digital is playing for brands with a multichannel approach.
Consumer engagement is an important part of PUMAs overall communication and marketing strategy and we believe this will really help increase that on mobile, Mr. Hagstad said.
This is an initiative from Puma where we wanted to test missions, but there is absolutely a possibility that we will incorporate Foap Missions in to our Football campaign for 2014, he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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