Touch the truck
I’ve just come across this campaign from Peugeot, Sweden:
You have to keep your mouse pressed down on the car for as long as possible (and occasionally perform random tasks like ‘press the T button now’ – to check you hadn’t taped your mouse button down and wandered off). 9000 words of heavy sales copy is thrown at the player while they sit there. The prize is getting to drive it for a week.
My gut reaction to this is that it represents what I really don’t like about participative marketing. Yes it’s an old-school salesman technique but, considering what a pointless thing it is to ask people to do (and with all the technological opportunities in the world) it seems pretty lazy to me to just replicate it online. What does that say about the type of brand you are? And these cars look like the more expensive in the range – is this game meant to reach and appeal to the potential buying audience?
…I would be interested to hear if anyone thinks i’m being overly critical and this is a good way to reach warm leads, delivering them with loads of reasons to buy.
