To promote the launch of a new radio product, premium powertool brand Festool asked Brandmovers to develop a digital promotion to activate their passionate brand advocates to engage and generate awareness through a light-hearted, fun consumer activation.
How it Works
Users are asked to select a song from the brand Spotify playlist and record their own video karaoke version. Entries are judged, and then the top 10 videos are posted for fan voting. The top prize won £5000 of Festool hardware, with a prize draw incentive for voters winning radios.
Dozens of user videos generated thousands of user votes and tens of thousands of video views, with entrants generating their own social fanbase and featuring in local news items, while Festool also now have great content to produce a follow-up montage video.