The campaign encourages people to tweet amusing insights on the real election with the hashtag #zumwohl attached. Each day the funniest/cleverest tweet wins a bottle of said product (which is wicked btw).
The campaign was greatly assisted by using prominent tweeter and blogger Russell Brown at Publicaddress.net who hosted some simple display ads that we updated each week.
Russell also helped by being completely open about the commercial offer and advocating participation amongst his followers and readers. This subtle element made all the difference when it came to commercial businesses levering twitter as a promotional vehicle.
By being honest that this was nothing more than a promotion that “…earns Public Address a little money before Christmas…” the foundation was set for a new brand to build some exposure.
That’s a useful lesson for a new brand entering social media and one I guess Qantas wish they’d considered before today’s “hashjack”…