The Ultimate Monster Intern Winner

Background 

To drive sales among the college crowd worldwide (18-24 years old), 3 tier logic worked with its client to launch “The Ultimate Intern Search,” a User Generated Content (UGC) promotion. 

Strategy

To meet the client’s objective, 3 tier logic designed a UGC promotion and a branded mobile-optimized microsite.

Using social media for online activation, consumers were made aware of the promotion on social media platforms such as Facebook and Twitter. Consumers in the United States were asked to submit a 60-second video describing why they should be the Ultimate Monster Intern. Consumers from all around the world could view and vote on their favourite videos.

Game theory and gamification were leverage to encourage and increase consumer interactions, UGC was chosen because of its effectiveness in encouraging consumers to share branded content with their following on social media, and voting was employed as a tactic to facilitate consumer-to-consumer marketing by enabling participants to encourage their friends and family to vote.