Left Out To Dry

Left Out To Dry

Carlton Dry have recently just finished up an aight digital campaign, Team Dry. The premise is simple, upload a video of you doing a useless talent and win $50,000.

So far, not that interesting. The campaign is okay, not really purple cow material but certainly not too bad. What I did like was the approach taken to encourage people to submit entries. Readers of men’s magazines Ralph and Zoo were told if they submitted an entry with a copy of the magazine in the video, they would receive a free slab of Carlton Dry. A great incentive to encourage people to enter competitions, particularly those with high levels of engagement.

Unfortunately it seems they have decided to ignore the submission I entered before the deadline. One email address I attempted to contact them on was rejected and the other has gone ignored. Can anyone put my in touch with someone behind the campaign? I want my free slab of beer.

If not, the half a day I spent making the videos means I have enough pent up anger to never buy Carlton Dry. Ever.

No Comments
  • Kate Richardson
    Posted at 19:47h, 15 April Reply

    More like brown cow and bribery by beer.

    Men are notoriously bad at entering competitions in mens mags so I bet a slab helps. As you’ve kindly demonstrated.

    p.s $50,000 ain’t no small prize hey! Especially for useless talent.

    Will check out the campaign though as I hadn’t seen it (seeing as I don’t read Ralph n’ all)

  • Zac Martin
    Posted at 20:35h, 15 April Reply

    Just received a response from an Account Manager. Coincidence?

  • Daniel Oyston
    Posted at 08:48h, 16 April Reply

    Zac, give us a link to your useless talent video …

  • Zac Martin
    Posted at 12:26h, 16 April Reply

    @ Daniel Oyston

    When my submission appears on the website I might let you know. ;]

  • nat
    Posted at 21:57h, 16 April Reply

    when you have to describe a campaign as ‘okay’ – the campaign has probably failed.

  • talkingdigital
    Posted at 21:18h, 17 April Reply

    lucky for marketers the success of campaigns isn’t judged on whether observers think it’s okay … it’s based on more solid metrics around sales etc. Phew …

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