Make people build your brand into their daily lives

Getting people to be involved with the brand means getting them to build it into their lives. One way would be to encourage them to see the brand as fun, and to play about with the product - which is why car dealers allow clients to take test drives.

Salespeople call this the puppy dog close: once you've cuddled the puppy, it is difficult to give it back!

Obviously this really is not always feasible with expensive or delicate products, so if that's what you're selling you need to think of some other way of allowing individuals to be playful with the brand. Sometimes the internet can help.

When Panasonic launched their Lumix camera range, they needed to promote the crucial functions of the camera - its 10 optical zoom, and its 28mm wide-angle lens.

The TV advertising campaign featured the Golden Gate Bridge crumpling up to accommodate someone using an ordinary camera, and also the Sphinx coming toward a photographer to show how the optical zoom makes things look better.

These campaigns had been fantastic and eye-catching - but any marketer knows that advertising alone is never enough.

Panasonic commissioned Inbox Digital to create an online game called Lumix World Golf. The game is based around an 18-hole game of crazy golf played around nine world heritage sites.

Players can zoom in and out to judge their shots (as they would with the camera) and can win prizes, offset against signing up for the Lumix e-CRM (consumer relationship management) program.

There is, needless to say, a "tell a friend" button so that individuals who appreciate playing the game can involve a friend.

The game itself is quite addictive and engaging - plugs for the camera are shown in between each hole, and players are congratulated or commiserated with according to how well they play each hole. The website attracted over a million visitors, most of whom discovered out about the website via friends.

The game needs to be professionally executed and slick. It needs to connect towards the product in a straightforward but fun way. It ought to connect with other promotions to reinforce the message. It should Always have a tell-a-friend button.

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Make people build your brand into their daily lives

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