This winter, Vaseline has been running an extensive campaign to promote its latest TVC and brand positioning with ‘Zindagi Ready Hu Main’, that aims to drive home the message that you could be confident and ‘ready for life’ with beautiful looking skin. The brand that was founded in 1859, with a range of skincare products in its offering, is now hosting a karaoke contest ‘Vaseline Spotlight’ that encourages fans to sing along the tunes of the TVC jingle. The best quality singers could win Vaseline gift hampers every day while the grand prize winner gets a digital camera.
About Vaseline Spotlight karaoke contest
The Vaseline Spotlight contest, alternately known as the “Zindagi Ready hu main” campaign has been hosted on a neat Facebook app. You do not need to ‘like’ the page to participate. Just keep your singing voice ready!
As you can see in the screen shot, the home page displays the TVC and a few recordings. Go through this thoroughly and get the feel of the jingle. The ‘How to’ tab tells you how to create and submit your recording with or without the webcam. In case, you do not have a webcam, you can select upto 5 pictures from your Facebook album or the Vaseline image gallery.
‘Record now’ is the place to sing your karaoke. Follow the instructions given in ‘How to’ and create your video. The good part is that the lyrics appear in front just like a karaoke and you have to sing it along. You can preview it and submit if you like it or there is an option to record it again.
Invite Friends lets you invite your Facebook friends while Gallery contains all the submitted recordings. You can see the ‘most voted’ entries as well your video, in addition to all the submitted videos. There is an option to vote and share these videos too.
How cool is it?
Every time I come across a campaign that gets user’s involved in a much deeper way with the brand message, I believe it’s a straight victory for the brand. In fact, this concept of co-creation along with the community has been catching up this year with many brands choosing to archive content created by its community. From crowdsourcing ad jingles, logos from the community to getting your fans to flaunt their skills on Facebook, brands are creating multiple avenues for fan engagement.
For starters, I loved the concept and being a Vaseline fan myself, I liked that Vaseline gave me an opportunity to sing to the ad jingle. This sense of shared belonging will go a long way in building a relevant community. Moreover, the app is neat and well laid out with clear instructions. Execution is smooth except at the times I couldn’t see any entries in the gallery. Also, some of the videos in the gallery have the actual ad jingle and not the user-created karaoke! However, I liked that the method of judgement is not based on votes.
The Facebook page is also running the Vaseline Lip Therapy Gtalkathon on cloudapp, where you can record your voice for a minute on any topic and stand a chance to co-host a show on Radio Mirchi. The brand sure knows how to keeps it fans happy!
Although not a unique concept, it is quite impressive in terms of spreading the brand message through its users. What do you think?