Talk about getting the most out of your brand. Rogers has released a viral email campaign called Picture Yourself a Pro to create buzz around the Rogers Cup. On Tuesday, Aug. 16, an e-mail from someone you know will have hit your inbox with a subject line that reads: ‘I’m on the cover of this month’s Maclean’s!’ Open the e-mail and you will see a Maclean’s cover with a shot of tennis great Andre Agassi and your pal on it. A button will lead you to yet another screen, complete with animation and an invitation to ‘place your image here.’ It then allows you to upload an image of yourself on the cover of either Chatelaine or Maclean’s (both Rogers titles, of course) to send to friends. Event sponsors Sony Ericsson and Adidas logos appear on either cover.
‘This creative viral campaign is to create buzz around the Rogers Cup event,’ confirms Heather Armstrong, SVP, communications. ‘As a secondary objective, it enables us to collect names of people who are interested in receiving information and offers from Rogers via e-mail. When [the viral message] works, users will pass it on to other users and it could create an exponential growth in the messages’ reach and visibility.’
The campaign, created by Toronto-based agency Mindblossom, runs until Aug. 21.
