CBS Cares -- Not Your Typical PSA Sweepstakes Promotion

CBS flush with new ideas for PSA
Network promotes colonoscopy sweepstakes
By MICHAEL SCHNEIDER

CBS is promoting a colonoscopy sweepstakes in primetime.
As part of its CBS Cares public service initiative, the network is offering a four-night stay in New York to one lucky winner. Oh -- and a free colonoscopy, to be performed by Dr. Paul Miskovitz, a leading gastroenterologist and expert on colorectal cancer.
The tongue-in-cheek (pun intended) spots feature over-the-top "Late Show With David Letterman" announcer Alan Kalter, along with Broadway star Patti LuPone, lying smack down on a hospital bed.
In other words, they don't look like your normal, snooze-inducing public service announcements But the contest is very real.
"We've done a lot of PSAs surrounding getting a colonoscopy, and all the things Katie Couric has done," said CBS Corp. planning/policy/government relations exec VP Marty Franks, "but there was also a feeling from the medical community that we ought to try humor."
Franks said CBS has gotten some blowback from people who don't like the idea of such topics being freely discussed on TV. And the Eye has been cautious about when the spots air (they've been seen during such sitcoms as "How I Met Your Mother" and reality shows like "The Amazing Race,"). But otherwise, the reaction has been "terrific," he said.
"We don't want PSAs to be part of the background noise," Franks added.
The contest itself is open to U.S. residents between the ages of 40 and 79 only. Take that, younger viewers!
Anyone entering the contest because of the free trip to New York ought to first brush up on what exactly a colonoscopy entails. Warns the network: "The hardest part is the preparation the night before when you drink a laxative."

The Most Important UGC Video Contest Ever!

Over 10 hours of video content is uploaded to YouTube every hour. Who can argue how much fun it is to grab your guitar, and give it the old college try at covering the latest from Avenged Sevenfold. UGC sites were born to reward these creators who offer no promise of quality and no excuse for lack of practice. Which raises the question; how do you get to Carnegie Hall? No it's not just practice, practice, practice. It’s entering the YouTube Symphony Contest.

http://bigfatmarketingblog.com/2009/03/19/how-do-you-click-to-carnegie-hall-youtube-shows-the-way/

This promotion captures all that is great with the platform. Inclusive with few limitations on what you can and can't do providing consistent creative interpretation across languages and cultures. The scale is overwhelming; 23 countries with nearly as many individual language and legal requirements. Having been an integral part of the structure makes it easy for us to see this as the most important video contest ever!

Social Media Marketing Is A Contact Sport!

And the number one messaging strategy for social media... Just Be You! Wow that sounds simple. But to put it into some context it is you the marketer, keeping a live connection with your customers establishing credibility in a more authentic way.

http://www.nytimes.com/2009/03/12/business/smallbusiness/12social.ready.html?_r=1&emc=eta1

You've twittered and someone cares about your brand, now what?

Great news, you've broken the ice with reciprocal tweets. Here is the OMG moment when you are speaking not to the autonomous masses but to a real person expecting to hear, and maybe see something of interest. If you are tempted to use the line "do you come here often" we can suggest the following alternative ideas and coaching tips.

Http://www.imediaconnection.com/content/22181.asp

On the tactical front we are seeing success using sweepstakes, contests, and instant win devices to build Facebook fan groups, spread viral content and most recently distribute coupons. Now that we have made eye contact with users we're learning how to insert these devices into the conversation without disrupting it over the long term. It is a channel specific promotion strategy that compliments the way social media is consumed.

Online grocery shopping can't touch this technology.

Sure I have ordered groceries online but I miss hand picking many items. The meat department, deli, produce and bakery items. The satisfaction I get in picking up and putting down a dozen or so steaks before I pick the "one" is equal to having gone out and tracked it for days. So I'm going "old school" and hunting down my dinner even if it comes packaged in a bag, box or carton. Standing in my way of course is the unnatural act (to me) of waiting in a check out line. So was I glad when Stop N' Shop finally rolled out "Scan It" to my local store.

http://www.physorg.com/news139225121.html.

Now I am touching and feeling my way to a full cart knowing that when I'm done my Scan It skips the lines and lets me escape with the booty. It's like pulling away from an EZ Pass tool plaza, looking back at the cash lines and thinking they just got owned. You'll need your Stop N' Shop card to get started. Next, grab the device from the kiosk located near the check out lines. Scan the bar code on your card and you are in business. All the sale items from from the card plus more that are unique to the device itself calculate savings as you shop. When you are done hunting and gathering find the Scan It reader at the self service desk to electronically transfer what's in your cart. Follow some simple instructions on the credit card terminal and you are out of there.

Smart Marketers Advertise During A Recession. You Should Too - Adrants

Smart Marketers Advertise During A Recession. You Should Too - Adrants