We’ve all made purchases we regret. Smart Car USA believes that mindless consumption is dumb. This manifesto would be carried out through a campaign that would not only attract Facebook fans, but also make them more aware of their spending habits and encourage them to make smarter purchasing decisions.
The Great Dumb Trade-In multi-phase photo contest was developed, tested, and implemented by Stuzo. To win a brand-new smart car, users submitted photos with captions of their dumb purchases and voted on their favorites. The canvas page displayed a Smart Car video that served as an introduction to the campaign as well as a call-to-action to enter the contest. A searchable gallery displayed all entrants. Users could click-through to view individual entries, vote, comment, share, and chat.
Consumers were ready to stop the madness and get smart. 450 entrants submitted 500 photos collecting over 4,000 votes. The manifesto spread as 50% of entrants sent invites, shared, and published to their newsfeeds.