Briggs & Stratton’s Interactive Battle of the Bands Contest
June 24, 2009
Recently, Starkmedia created an interactive contest for Briggs & Stratton that allowed them to unite their passion for music with their brand. Through the development of the Battle of the Bands contest on MySpace, Briggs and Stratton was able to:
• Expand the knowledge of their brand
• Uncover new avenues to build their brand
• Integrate music and marketing
Undercover Rock Stars
Although Briggs and Stratton is known as a company that produces air-cooled gasoline engines for outdoor power equipment, music has always been a part of their corporate culture. Encouraged by their CEO, who is lead guitarist in the corporate rock band and also holds a position on the board of directors for the Rock & Roll Hall of Fame, Briggs and Stratton’s employees have always exhibited a passion for music. Knowing Starkmedia’s personalized approach to satisfying clients’ needs, Briggs contacted us with the idea to develop an online marketing strategy that would incorporate their musical interests.
Engine-powered guitars
In March, we launched The Battle of the Bands Contest on MySpace, providing a unique marketing opportunity and also expanding the reach of Briggs and Stratton’s communication. Traffic was directed to the campaign through ads placed on MySpace, Google, and Facebook. Once on MySpace, one could gather information about the contest, while also being introduced to the Briggs and Stratton name. The page provided musicians with the opportunity to compete and become recognized, while also familiarizing a diverse audience of music fans’ audience with the Brigg’s brand. To create an appeal Starkmedia added stimulating graphics, audio capabilities, and provided a clear source of communication. Through the creation of this dynamic page, a viral communication outlet was born. The page’s first communication may have been with local and loyal customers, but as interest in the contest increased, others outside of their targeted clientele became familiar with their brand.
Appealing to the Masses
With 1.2 million votes and nearly 1,000 posts, the contest drew a large fan base, helping Briggs to acquire 1,370 new MySpace ‘friends’, and expanding the knowledge of their brand. During the three-month long “battle”, the contest had even gained competitors from Europe. On June 28th, the winners - The Run Around- will play at Summerfest, on the Briggs & Stratton Backyard stage, which will be a great testament to the integration of music with their brand.
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