Burton Web Presents

22 Dec

I just bolted up out of my office chair and ran 6 blocks, down crowded Manhattan streets, to a store I rarely go to for a brand whose products I’ve never owned. I did this all because a recent online campaign and if that is not successful marketing, then I’m not sure what is.

Burton WebPresents

Last week Burton Snowboards launched an interesting social campaign. For 10 days straight they will broadcast 24 hours a day from their Vermont headquarters. The hook is that randomly, over the web-cast, they will be giving away thousands of dollars worth of prizes.

Burton WebPresents

Come for the webcast, but stay for the prizes. Giveaways will range from t-shirts and stickers to custom Series 13 boards, season passes, shopping sprees, and special trips—this is one webcast that you won’t want to miss.

From prizes, team interviews, and haircuts, to challenges ranging from sending faxes and searching your local shop for hidden treasure, the entire webcast is sure to insight a riot. The exact details concerning size and scale of giveaways and promotions are still secret at this point, but all clues lead to big doings.

What I find successful about this marketing campaign is the level of activity that the consumers are participating in. I found out about it because my friend, psychosaif had been following them on twitter for the past 3 days. The moment they announced the location of the NYC giveaway he instant messaged me and told me what to do and where to go. After running to the store (and finding out I was the 2nd person) I got back to the office and looked them up on twitter.

Burton is maintaining conversations with consumer all across the US/CA in real time. Winners of the contests are interviewed via the web cam and broadcast to all of the viewers. Chat rooms, available on their website, are full of consumers talking about the interviews and begging for clues to the next giveaway. The dedication of their fan-base is astounding. Whatever the total cost of the giveaways, having your target audience be glued to your website 24/7 and still remain captivated is priceless.

The Burton Web Presents ends on December 25, so check it out while you can.

2 Responses to “Burton Web Presents”

  1. Lynwood Peredz 25. Jun, 2016 at 7:24 pm #

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