Client:
AlEn Americas
Background:
Festival, a household cleaning product, held auditions for the best vocal singer in Miami, Houston, Los Angeles and Puerto Rico in the beginning of 2008. As their own version of "American Idol", "La Estrella Festival" invited consumers to perform a song at various event spots to enter the contest. Each participant's performance was videotaped and then displayed on the contest website, where visitors voted for their favorite performer. Visitors who voted, received an entry into a separate sweepstakes. Additionally, for each friend referred to the promotion (up to five), they received one additional entry into the sweepstakes. One lucky winner from each city received $1,000 and an appearance on TV. To encourage voting, weekly cash prizes of $500 were awarded.
Mechanics:
- For the contest, consumers were asked to visit event locations to sing a song of their choice in front of a camera for entry.
- Those videotaped entries were posted online for viewer voting.
- Online voters received an entry in a sweepstakes by casting a vote for the best singer.
- The voters were able to receive additional entries by referring a friend to the promotion.
Results:
TBA
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