BT encourages people to participate in its brand story
As any engaged couple knows, planning the big day can be overwhelming. What to wear? What song to play for the first dance? To help make such choices easier for lovebird characters “Adam” and “Jane” from its long-running TV spots, BT enlisted people on Facebook.
BT invited Facebookers to weigh in on a series of wedding decisions, letting them become active participants in creating the brand story—not just passive observers of the TV spots. Their votes would shape how the ceremony played out in the actual commercial. And two lucky voters would be invited as guests to the “wedding.”
To engage the public, BT posted videos on its Page presenting the choices—a traditional lace, “Swan Lake” or 1930s vintage style for Jane’s dress, for example. Then it used four campaigns of Premium Ads to gather votes from people on Facebook.
Some 460,000 people voted, choosing a classic satin dress, a heartfelt first-dance song and a Rolls-Royce as the newlyweds’ wheels. The campaign’s result? Happiness all around.