Getting Consumers to Sing for Their Snacks

In Spain, Chocolate Pastries Turn to Karaoke

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Qe Temazo

A Spanish campaign to promote chocolate pastries turned to karaoke in a bid to attract a new audience. Qé wanted to reposition its product following a name change and promoted its online karaoke contest via radio, TV and press.

Visitors to a specially built website could select one of 3,000 songs, film themselves singing the track via their webcam and upload the clip onto the site.

Consumers could vote for their favorite uploads using on-pack codes, helping to drive sales. Popular singers could earn cash prizes for daily and weekly winners as well as the overall winner.

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