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Champion’s Latest Viral Marketing Effort
Champion, the maker of men’s and women’s sportswear, recently debuted their newest viral effort, the Champion Hoodie Remix. The campaign centers around a microsite at hoodieremix.com that allows customers the opportunity to use a color palette and a number of pre-determined patterns to create their own hoodie design and share it with the world. So far there are over 53,000 original designs uploaded to the site, which is pretty massive. These aren’t just impressions - these are people that have ENGAGED with the brand.
Unfortunately, no matter how much you love your design, the chances are slim that it will ever be produced. Only one of the designs will be produced, and despite the voting system that’s set up, wisely, there are a number of criteria taken into account for the selection of the winner. The criteria include: 40% voting, 10% creativity, 10% originality, 24% spirit of the design/authenticity/style in relation to the Champion brand, 10% ease of manufacturing…and they even have a 6% weight for how viral you went with your design!
Even now, a month and a half before the contest deadline this promotion has resulted in a torrent of word-of-mouth marketing value for the Champion brand, which has lived in relative obscurity before this promotion. Being somewhat in the know about what the development costs for a site like this likely were, I’m willing to bet that this campaign has created a tsunami of return on marketing investment. It just goes to show you the power of going viral. Shameless plug alert: If you’re interested in going viral, we’d love to have the chance to talk to you about some of our viral marketing case studies and what we might be able to do for you.
Oh, and don’t forget to vote for one of my designs using this handly little widget that Champion has developed to aid in the process of taking their campaign viral:
Thanks @rdeal1 for bringing this one to my attention!
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