Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 3: Campaign Challenges for Community Excitement
Slide #6: #HonestAbe Entertainment Example “Honest Abe” was a nickname that Abraham Lincoln embraced with pride. He believed in his own integrity and worked diligently to maintain his reputation as an honest politician and lawyer – something that was not always easy in either of those fields.
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A challenge campaign follows a Bible series on the Ten Commandments where participants are asked if “Honest Abe Lincoln” would always be honest with his wife (i.e., tell her the dress is unbecoming). In this case, a sequential carousal would feature a dialog leading to a remorseful quandary. Contestants are asked to submit a Yes/No response supported by a meme.
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Finally, avoid challenges based solely on random draws, as these don’t engage participants in a meaningful way. Instead, make the challenge interesting and reasonably difficult, requiring thought and creativity in the submissions. ENTERTAINMENT APPROACH (SLIDE #6) And now for the fun. As shown in the #HonestAbe challenge above, we are now ready to roll out the challenge by describing the: • Humor (irony in the example below) or fun used to build interest. For examples on how to use humor, refer to the Appendix. • The format of submission permitting entertainment (e.g., memes, photos, short-clips, GIFS, photo captions, etc.)
NUANCED FOLLOW-ON CAMPAIGNS (SLIDE #7)
Because challenges are short-lived, brands often extend their campaigns by gradually evolving the theme into a continuous series. This strategy was used in the two Church campaigns mentioned earlier. As shown on the next page, the initial theme of remorseful dilemmas from the #HonestAbe and #BustedInChurch challenges can seamlessly shift into a series centered on vivid childhood memories of Church. GIVEAWAY STRATEGY FOR BRAND IMPACT (SLIDE #8)
Winner giveaways often miss the mark when limited to generic prizes like cash, Apple Watches, or gift cards. These choices
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