Interesting campaign from Capital FM featured on the Adverblog website. To enter a competition to win some tickets to a gig, you have to get your mates to visit a web page which then slowly ‘reveals’ the artist so you can enter the competition. It’s a nice creative idea and is potentially quite viral but…urgh… it’s got a registration form up front.

Experience shows that trying to capture data up front before giving people the chance to engage with (and trust) your campaign will reduce the likelihood of participation.

I’d have allowed people watch a quick demo video, then used Facebook login as part of the campaign process… “login with Facebook to get your mates to visit your page”, and in doing so got the visitor’s email address.. a good starting point for a data relationship.

Amazing how many brands are still data driven… social media is the new CRM, do you REALLY need my post code?