Today I encountered the third Hugo campaign based around creative consumer participation in as many months. I keep finding them in spaces where I expect Scion, Red Bull, or Diesel, but wouldn’t have guessed Hugo until recently.
There is a definite pattern: pick a creative space (design, music, and writing so far), provide an opportunity for exposure as the carrot, and promote via MySpace, YouTube, and similar channels. On the most recent two, they’ve introduced the idea of giving away fragrance samples, which is a good way for them to tie-in the product. They’re providing an opt-in product experience rather than blatantly just shilling the product, although there is still a bit of that as well.
Nothing hugely innovative in isolation but I like the overall approach, it’s great to see them experimenting with creating value for their customers and focusing on active engagement. I’m interested to see what comes next.
Graphic design contest incorporating the Hugo bottle, using either downloadable design elements or a custom generator on the site.
Urban music talent search, with gigs, MTV appearances, recording sessions and radio play for the winner.
“You say it (and it’s good enough) you get to spray it on a choice of NYC billboard”