Tag Archives: promotions

Toilet Paper Wedding Dress Contest


One of the best things about marketing is that there are many different tactics that can be used to promote a product: TV, radio, billboards, direct mail, social media, and more. An often-overlooked tactic of public relations can be among the most cost-effective, and generate lots of free publicity. Case in point is Cheap Chic Weddings and its ninth annual toilet paper wedding dress contest.

Cheap Chic Weddings was created in 2003 to help couples achieve the wedding of their dreams without spending tens of thousands of dollars. The company’s mission of “having a cheap wedding that looks like a million bucks” is front-and-center in the contest. Paired with corporate sponsor Charmin, the contest requires entrants to only use Charmin toilet paper, tape, glue, needle and thread to create a wearable dress that can be taken on and off. Contestants submit photos of dresses and a panel of judges narrows the list to the top 10. Voting is then opened to the public and the top three dresses will be showcased at a live event in New York City in June.

Crazy, creative, effective, cheap – the contest has all the elements for a great public relations campaign that will resonate with brides everywhere.

Group Activities and Discussion Questions:

1. Start with discussion about use of public relations as an effective marketing tool.
2. Next, discuss contests as public relations and marketing tools. Then show the Charmin toilet paper wedding dress contest:
www.cheap-chic-weddings.com/wedding-contest-2013.html3. Discuss the target market and key message for the contest. How does this relate to the company’s mission?
4. Discuss how effective (or not) using contests can be in marketing.
5. Divide students into team. Have each team develop a contest for a product of their choice.

Source: www.cheap-chic-weddings.com/wedding-contest-2013.html


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Carmex and the Half-Court Hero!


Marketers know that the best campaigns contain various marketing tactics which are integrated for maximum exposure. Showing an advertisement is one way to gain exposure, but that is a push-feed at the consumer and doesn’t allow for any two-way interaction to build a relationship. However, adding other media such a contests and give-aways increases consumer interest and participation, as well as expands the brand’s image and exposure for a longer period.

Case in point: Carmex lip balm and personal care products. In mid-2012, Carmex launched a sweepstakes called “Be a Half-Court Hero” offering consumers a chance to win a trip to Miami to see a NBA game and make a half-court shot to win $75,000, with another $75,000 donated to a charity. A long shot, sure, but for one lucky person it was the chance of a lifetime.

Before going any further, watch the video and prepare to be amazed at the shot: http://www.nba.com/video/teams/heat/2013/01/26/Carmexhalfcourtshotwinnerjan2520-2365116/index.html

In the end, the winning shot was shown on national news channels for several days – gaining incredible exposure for Carmex, Labron James, the NBA, and Miami Heat. Challenge your students to design a similar contest and see what they come up with to meet the challenge.

Group Activities and Discussion Questions:

1.      View the company’s Web site at www.mycarmex.com.
2.      Show the video at http://www.nba.com/video/teams/heat/2013/01/26 /Carmexhalfcourtshotwinnerjan2520-2365116/index.html
3.      Divide students into teams and assign each team a product (i.e., detergent, gasoline, snack foods, etc.). Have each team design a contest or give-away that could be sponsored by a company.
4.      What are the objectives of the contest?
5.      How can the contest be integrated with various marketing tactics and social media.
6.      How would students promote the contest and the results?

Source:  Various news sources, 1/26/2013

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