Bribing consumers to promote your brand is a strategy that has been employed by many a marketing director. If you are too impatient to wait for organic advocacy to kick in, why not pay consumers rather than media owners to advertise your brand?
In the case of Chevron’s Caltex gas brand in Singapore, drivers were bribed with SGD 50 worth of gas in return for donning a large promotional sticker on their car.
Consumers need to register with the GottaGetGas site, and if chosen they are invited to get their car to the nearest petrol station in order for it to be adorned with the ad. In return they get a voucher that can be redeemed against petrol.
Caltex is not the first company to employ this technique. CashURwheels is an Australian company which pays members of the public to join its ‘ad network’ of cars for brands to take advantage of. In 2008, Air New Zealand paid people to shave its brand name into their hair (“cranial billboards”).
As if that wasn’t extreme enough, Golden Palace online casino is the queen of attention seeking media buys. It has a long track record of using innovative people-based media platforms, paying pregnant women to wear its branding on their bellies and successfully bidding on eBay for one man to have GoldenPalace.com tattooed on his back. In one case it even paid a woman $15,100 to name her child goldenpalace.com. I sincerely hope that child’s name was changed by deed poll before it reached the bullying-grounds of primary school.