- Find us on:
Got a juicy secret? Maybe it’s how to perfectly marinade a steak? How to cheat at cards? Or even how to pierce your own ear?
On September 6, 2010, Periscope and Char-Broil launched Char-Broil Trade Secrets — a Facebook application that asks users to supply all sorts of covert information. In exchange, submissions with the most “likes” will score some Char-Broil Infrared products.
“One of our goals with Char-Broil this year was to accelerate word of mouth about Char-Broil Infrared,” said Bob Ballard, VP/Management Supervisor at Periscope. “Naturally, Facebook is a perfect stage to make some noise and the idea of revealing secrets is something that has vast sharing potential.”
The social campaign ties in perfectly with the brand position of Char-Broil Infrared. Dubbed “Grilling’s Juicy Little Secret,” Char-Broil Infrared grills use infrared heat to sear in foods’ juiciness, locking in their natural flavors.
“Trade Secrets is a great extension of the Juicy Little Secret positioning while also giving a strong nod to the social space,” said Rob Peichel, Associate Creative Director at Periscope. “Plus, we made it easy for people to get involved. Users can submit videos, photos or simply posts so the barrier to participation is really low.”
Throughout the campaign, Char-Broil will collect the very best secrets and distribute them In other online channels.
“Content is ultimately king,” said Peichel. “One of the coolest things about this campaign is that we’ll have tons of videos, photos and text posts that we can push to YouTube, blogs, etc. It’s just another way we’re leveraging the campaign to make it work harder and smarter for Char-Broil.”
The promotion will run until October 29, 2010 and is backed by a presence on www.charbroil.com as well as support from seeded content, blogs and Facebook ads.
Check it out for yourself here.
