Under the Influence with Terry O'Reilly The Phrase That Pays: Marketing Contests
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Nov 8, 2025 Marketing contests can be a double-edged sword, leading to unexpected results. Learn about a city that hilariously voted to name a building after Harry Baals. Discover how Goldfish's TikTok challenge reignited adult sales in a playful way. BMW's April Fool's stunt rewarded bravery with a free car, while a Singapore radio contest stumbled over a mispronounced name. Walmart's contest turned into a prank concert with Pitbull. This discussion reveals the delicate balance between engaging the public and maintaining control.
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Dolly Loses A Look-Alike Contest
- Dolly Parton entered a look-alike contest incognito and exaggerated everything about her appearance.
- She lost to a man and got the least applause, which she found hilarious.
Contests Trade Control For Engagement
- Contests can attract quick attention and goodwill while serving specific strategic goals.
- But they carry risk because companies can lose control over outcomes.
Goldfish's Handful TikTok Hit
- Goldfish launched a 'Go For The Handful' TikTok contest targeting adults and hired NBA player Boban Marjanovic.
- The campaign drove massive engagement and a 14% sales increase, with the winner holding 325 crackers.