Clou: Online campaign for Melchsee-Frutt
To mark the imminent opening of the new Melchsee-Frutt gondola lift, Lucerne-based agency Clou has launched an online campaign. Gondolas can be filled virtually with friends.
In mid-December, the new gondola lift connecting the Stöckalp valley station with the Melchsee-Frutt mountain station will go into operation. The old, four-seater gondolas will make way for 30 modern cabins, each of which can seat 15 people (at least on paper, editor's note) and reach the destination much faster. The ski and hiking area in central Switzerland is using the conversion phase between the end of the summer and beginning of the winter season to communicate the advantages of the new, expensive lift, including the new bottom and top stations. The Lucerne agency Clou, which was commissioned to do this, has developed a Website which allows virtual filling of gondolas with friends. The fellow passengers are informed via mail and Facebook invited to board the gondola. Whoever fills the gondola within 24 hours will secure one of 300 day passes for themselves and all passengers. To ensure that the competition remains attractive afterwards, all filled gondolas will take part in the final draw, in which all occupants of the winning cabin will each receive a season ticket.
The viral effect is intended to promote the new gondola and increase awareness of the Melchsee-Frutt tourist region, as Clou writes. Attractive prizes and the low effort for the participants would create an ideal incentive. Advertisements, hanging boxes and TV spots will also draw attention to the competition outside the Internet. Facebook will be used, but is not a requirement for contest participation. The agency is pleased to report that within four hours, 20 of the 370 gondolas opened had already been filled, and after two days, 250 of 1500. The campaign ends on December 9, 2012. (hae)
