Diesel "Be Stupid" Marketing Campaign
Brought to my attention the other day by Macala at FashionblyMarketing.me, Diesel is one of the latest fashion entities to dabble with digital marketing to drive brand interaction and brand awareness.
Diesel has always had a quirky edge to their brand messaging and it has been shown with it’s “Faces of Stupid” contest to try to bring quirky, candid, and everyday mishaps of its consumers to connect with Diesel to win deals and prizes.
Following in the foot steps of Marc Jacobs recent marketing efforts, Diesel decided to take its digital efforts and the “Faces of Stupid” campaign further on Saturday (4/24/10). Diesel partnered with location-based social network Foursquare for a in depth multi-step contest for its New York stores.
Foursquare is mostly known for its great connections to restaurants, cafes, and coffee shops and is now exploring relationships with retailers as it proved to be successful with Marc Jacob retail locations during February’s New York Fashion Week. We’ve
Marc Jacobs Foursquare Badge & Contest
seen pay-per-click, Facebook Fan pages and Twitter, all help boost sales for retailers over the past year, but its now time to see what Fashion brands and Foursquare have in store for each other. (no pun intended)
When customers check in via Foursquare, brands can track who are their most loyal and frequent shoppers, how many convert to in-store sales, and offer special deals to encourage more people to check in and shop at Diesel. All items that could not be achieved with a magazine ad alone. With Diesel’s latest contest (see more rules and guidelines at fashion marketing blog here) everyone who “checks in” at a Diesel locations will get a special prize from booths at the retail stores. But to win some of the “grand prizes” four steps need to be done to be eligible. 1) After visiting the store get a “Be Stupid” sticker. 2) Go home and take a photo of yourself with the sticker on your forehead. 3) Email the photo to BESTUPID@dieselcontest.com. 4) Diesel will send an email and then you need to send your most “stupid” story for a chance to win a vacation.
While this is an awesome test of using social media and engaging consumers, and I am really curious to see how many Diesel fans go through each and every step to win a trip. In some cases of digital marketing campaigns, too many steps causing a low conversion rate and people become disenchanted and drop-off. But, since Diesel has had much success with its Twitter and blogger efforts for the “Be Stupid” campaign, maybe it will have some resonance with the digital savvy consumer. It will be a great test to see if consumers are dedicated enough to the brand and prizes to take the time to go through all the steps.
Cant wait to see what happens!
See the full rules and write up on Diesel at FashionblyMarketing.me.