Great thing about the Web is that things stick around forever to inspire us. I came across this article in BrandWeek and thought it was a great example of how a relatively small idea was expanded to create a big campaign.
We’ve all had them – those ideas in brainstorms that seem so simple that we toss them to the side because they aren’t big enough. We then spend hours killing ourselves to think of the “big” idea. Sometimes a small idea on paper or in concept can be expanded to become a major, multi-part effort that scores big on all fronts.
One such transformation from tactic to major campaign can be found with Starwood Hotels recent search for a new “Chief Beer Officer” for the company’s Four Points by Sheraton brand. A simple Website was created where people submitted a short essay of why they should be selected. The announcement created extensive international media coverage and huge traffic to the campaign Web site. More than 7,000 applicants applied.
The next round had the 4 finalists announced, each than submitted a video entry on why they should be the company’s CBO and a revised Website was unveiled for consumers to view and vote for their choice. Each finalist was used for local, regional, national and international media interviews – greatly adding to the personality of the Four Points brand.
Now the wait is on – the final four have received votes and a panel of judges is now being used to determine the winner. The new CBO will be an “independent, part-time consultant for the hotel chain's newly launched Best Brews program and help cultivate, curate and promote the program's offerings at brewery tours, beer festivals and on bar stools across the country.” So basically a spokesperson they company can use here and there to provide a face for the company.
So next time you are working on the “big idea” don’t over look ones that were initially called “small” or “good for the speed round” – a hidden gem may be waiting to be expanded into the “big idea” making you a “big idea guy or girl!” No client ever said they want a “little idea guy or girl!”
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