BL Ochman has been working on a new campaign for Budget Car rental,called Up Your Budget, using blogs to power the campaign – a Treasure Hunt across 4 weeks and 16 US cities. That’s US only – therefore I can’t play, although the rules don’t state I need to be resident in the US. A nice prize as well – $10k per city.
The idea is nothing new, treasure hunts have been done before and will be done again. But it’s the tools that power this that differentiate it from previous ones (at least outside the tech industry). A blog to drive the campaign : easy to set up, easy to manage, direct interaction with the competitors made possible with comments and trackbacks. More unusual for me is the fact that all the marketing is blog based. There appears to be no offline ads, no promotional material, Word of Mouth is it. So if the only marketing being done is getting people like me to write about it, getting enough mass so the MSM will write about it and provide further publicity, then this could be a very effective campaign overall. Budget will be one of the first adopters and always known for that.
As a further bonus, the cartoons are provided by Hugh MacLeod. Colour at last ;o)