Verizon's marketing campaign at Giants Stadium doesn't measure up

So I'm sitting in Giants Stadium Sunday watching my G-Men lose another heart breaker, when the announcer came on to tell us about the weekly Verizon cell phone contest that was about to take place. For those of you who've never experienced this, as one of the major stadium sponsors, Verizon has created a special cell phone contest for the thousands of fans who have Verizon phone coverage. Just by having Verizon phones these fans can text message multiple choice answers to this easy contest and have an opportunity to win a significant prize.

On the surface, this idea makes total sense because Verizon can be seen as more than just an advertiser by actually making people think about cell phones while participating in the contest. And, this initiative fits nicely under the company's "Can you hear me now" ad campaign. It's a no-brainer to any smart marketer.

So, what's the catch (rhetorical question)? Since you asked....my Verizon cell phone doesn't actually work in many areas of Giants Stadium. As a matter of fact, my wife and three friends aren't able to receive Verizon coverage from their seats either. So, when we tried to text message our answers, we got nowhere.

Now I'm no rocket scientist, but it seems to me that Verizon really should have done its homework before spending so much money on this marketing initiative. The contest has only served to make us (and probably hundreds of others) laugh at Verizon and the company has lost credibility in the very area it is trying to promote.

Rule number one for any marketer -- whatever you are promoting, make sure that it actually works. Or, the promotion will only serve to harm your reputation.

I'd like to tell Verizon that this contest is a bad idea and to end it ASAP since your coverage doesn't even work. Can you hear me now?

Comments

[Huh]

Nope, you're no rocket scientist.

[Steven Zweig]

"Can you hear me now?"

"NO!"