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Key Takeaways

• Registration hurdles can significantly reduce the pass-along value of viral marketing campaigns.
• Gaming the system is a potential problem in contests that require registration, especially when votes can be traded.
• Removing registration hurdles can dramatically increase traffic and engagement in viral marketing campaigns.

In the annals of marketing blunders, the “Your Next Record” contest stands as a shining example of how not to do it. The contest, which offered a grand prize of having rock legendSlash write, record, and perform a winning band’s single, had all the makings of a viral sensation. But one fatal flaw sent it spiraling into the depths of marketing failure.

The Registration Hurdle: The Kiss of Death

The contest required bands to use viral marketing techniques to promote their submissions. However, it also included a registrationhurdle that required fans to provide personal information before voting. This seemingly innocuous step proved to be the kiss of death for the contest’s viral potential.

The Pass-Along Problem

The registrationhurdle significantly reduced the pass-along value of the contest. Fans were unwilling to register, and thus unwilling to share the contest with their friends and followers. As a result, the contest failed to gain traction and spread through social media channels.

Gaming the System

The registrationhurdle also led to some unscrupulous bands gaming the system. They traded votes and became each other’s fans, artificially infفافating their vote counts. This further damaged the contest’s credibility and made it difficult to determine the true winners.

The Solution: Remove the Hurdle

The solution to the “Your Next Record” contest’s failure is simple: remove the registrationhurdle. By allowing fans to vote without having to register, the contest would have increased its traffic and votes exponentially.

The Filthy Knuckle Experiment

To demonstrate the flaw in the contest design, I formed the supergroup “Filthy Knuckle” and recorded three songs for the contest. Despite the registrationhurdle, Filthy Knuckle achieved a high Buzz Factor and was ranked in the top 20 out of 3,500 bands. This proves that the contest could have been a success if not for the fatal flaw.

Bonus: Vote for Filthy Knuckle to highlight the flaw in the contest design. Let’s show the contestorganizers that their mistake can be their gain.

Conclusion: The “Your Next Record” contest is a cautionary tale for marketers. It shows that even the most promising campaigns can be killed by a single fatal flaw. By removing the registrationhurdle, the contest could have been a viral sensation. Instead, it became a case study in how to kill your marketing campaign.

Frequently Asked Questions:

What is the “Your Next Record” contest?

The “Your Next Record” contest was a contest that offered a grand prize of having rock legendSlash write, record, and perform a winning band’s single.

Why did the contest fail?

The contest failed due to a registrationhurdle that required fans to provide personal information before voting. This reduced the pass-along value of the contest and made it difficult to determine the true winners.

What is the solution to the contest’s failure?

The solution to the contest’s failure is to remove the registrationhurdle. By allowing fans to vote without having to register, the contest would have increased its traffic and votes exponentially.