Win Festival Tickets with Trident Chewing Gum

Trident Chewing Gum has an on-pack promotion to win festival tickets every week. They call it the Perpetual Festival: the ultimate gateway to the best festivals and parties worldwide. Firstly, I have to log onto tridentgum.co.uk. This is an impressive looking bit of online marketing, with a blog, a link to a Facebook page (with 21,728 fans) and a Twitter page (with 528 followers). They’re all run by one person – XFM presenter Katie Parsons – which is a great  way to connect with consumers. She is attending each of the 30 festivals around the world, communicating via Twitter, Facebook and Blogspot as she goes.

No log on is necessary when I get to the site. The instructions just say “Enter the code on the back of your promotional pack for your chance of winning a trip for two people to this week’s global festival plus the chance to win a cool festival prize instantly.”

Now can I find my code? I’m impressed to find a diagram showing exactly where the code can be found. So I’m doubly surprised to find nothing there on the pack. I do find it though in a completely different place (after turning on all the lights to be able to read it)! There’s no log on but there is a standard registration needed. I’m then entered into a draw to go to the Festival of the Sun. To keep me engaged, I’m then asked if I’d like to play some Instant Win competitions.

It would have been better to keep the blog on the same domain name as the main site. This wouldn’t have been technically difficult and would have been great for search engine optimization. There’s some disconnect between the print design and the web design, with both containing incorrect information about each other. Overall though, it’s an impressive promotion: a simple idea, executed well.