Connecting Images recently initiated an online ‘viral’ marketing campaign on behalf of the Heat Beads® company to launch its new website, www.heatbeads.com.

While we were confident this would generate a positive response, we never imagined just how successful it would be.

Our objective was to see how many qualified leads we could get to subscribe voluntarily to the Heat Beads® database. Our brief was to reach serious BBQ enthusiasts who prefer the healthy option of cooking food over solid BBQ fuel to cooking on a hot plate over gas.

Inspiring them to visit www.heatbeads.com AND to subscribe to an online database required some very creative strategies.

An optimised online media release, and a few very passionate Heat Beads® enthusiasts, with a massive network of contacts broadcasting the news of an online Summer BBQ Entertainment Pack lucky draw, had our Inbox swamped.

More than 100 entries in five hours took us totally by surprise. Follow up phone calls confirmed that these leads belonged to our target market and had a great interest in the product and the website! As we got to press, this campaign is entering its third day, it is 10am and we have just received another 25 entries!

This entry was posted on Thursday, December 1st, 2005 at 1:09 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.