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Ricola Mystery Cougher - Year 2

by shaun arora
Saturday, November 11, 2006. 07:40PM
866 Views 3 Comments

I just heard a radio spot for this promo.

The concept: A person will travel the US coughing in public. If you offer him/her a Ricola, you may win $1m.

The strategy is perfect. It encourages viral trial, incremental consumption, and new user consumption. Then I look online and found out that not only did this promo start for last year's cold season, but also that no one on adholes brought it up. Year 2 but where is the big spend? Consumers need to be made aware of this promo! Makes me mad enough to buy Halls.

Check out their home page: Click to Open Web Page

This blog describes the program in detail and witty commentary: Click to Open Web Page

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Comments

 3 shown
Saturday, November 18, 2006. 04:37PM by Jennifer S
Kim: I totally agree. People hacking up a lung is so disgusting. Keep your sick acc home in bed people. The rest of us don't need you making us sick. As far as using this "technique" as a cheap ad campaign, shame on Ricola. It would be like asking people to sneeze (sponsored by some tissue co.) for a chance to offer the mystery person a tissue & winning $1 million. Gross
Tuesday, November 14, 2006. 08:57AM by Kim S
I'm tired of people coughing in public... makes me sick ;P
Sunday, November 12, 2006. 03:04PM by Marc Lefton
I hate giving away free advice in public, but if they made it an ARG (And I'll abbreviate so only us clueful know what I"m talking about) there could be a much better integration across mediums. But maybe there isn't budget. It's a good idea but not good enough to have legs of its own without a little push.

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