Jung Pumpen, a new brand of Pentair Water, is a premium brand of wastewater handling systems. Their innovation and engineering has allowed them to stay on top in the European drainage industry. Jung Pumpen’s recent international expansion efforts continued with product introductions in the United States.
Interaction is Key
With little initial brand awareness in the U.S. drainage market, Jung Pumpen marketed a sweepstakes offering to generate product and brand awareness through the web. Their approach was to create something that allowed them to interact with web visitors and also highlight their intelligent clog prevention that sets their grinders apart from the competition. How do you make grinders both interesting and interactive, well those questions led to the birth of the Will it Grind video series. In order for the sweepstakes to be a success Starkmedia implemented a few important components:
Add Interest Through Video Without Kittens.
The average person spends 15 minutes per day watching videos presenting a valuable opportunity. Without taking advantage of the appeal of kittens, Jung Pumpen published a video series on YouTube and embedded it into the site. By using YouTube’s platform, Jung Pumpen was able increase their potential for exposure.
That’s Entertainment Not Mindless Copy.
Rather than stare at static images a gaming element was added to the video to provide interaction. The visitor selects from a group of items and decides if they will grind or not. The video displays the outcome of their selection.
Incorporate a Message; Send Information Subliminally.
With a subtle message scrolled across the screen you’re not screaming at your audience but instead sending subliminal messages. Each video highlights a unique feature of the grinder, which displays across the screen while the video plays. The messages enable the video to provide more than entertainment potentially bringing the viewer closer to the point of purchase.
Convenience is key; Labyrinths aren’t popular on the web.
After the video has played a lightbox displays with the entry form for the sweepstakes. This allows the user to easily enter the sweepstakes and also allows Jung Pumpen to gather important information from interested prospects.
Starkmedia worked with Jung Pumpen’s creative team on the execution of their U.S. introduction. By incorporating entertaining features into the appropriate portions of your online presence you can bring life back to your website. Interactive video is a perfect way to highlight a new product on your site. Give your visitors the opportunity to engage and have some fun doing it.
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