Since 2016

March 2014

How the Selfie Turned a T-shirt Into a Campaign

SugarCRM encouraged prospects to take selfies while wearing this T-shirt as a way of entering a contest.With virtually every cell phone, whether smartphone or simple flip phone, having a camera, the “selfie” has become a cultural phenomenon. People are not just taking photos of themselves in interesting places, but they are posting those photos on social networks. Smart marketers are learning how to make selfies a powerful marketing tool.

SugarCRM is a growing software firm looking to compete in the marketplace against such giants as Salesforce, in the field of Customer Relationship Management. Dreamforce is a large annual user meeting event sponsored by Salesforce. SugarCRM sought to attract the attention of attendees to show the benefits and flexibility that a smaller company could provide. So they engaged in a bit of guerilla marketing.

They launched the campaign with taxi-top ads and mobile phone ads targeted to the geographical area immediately around the convention site. They made a well-grounded assumption that nearly everyone attending this meeting would have a smartphone, so they could be very specific about who would see the banner ads. The ads announced “Escape from Dreamforce.”

At locations surrounding the event, they handed out SugarCRM T-shirts with the instruction that the person put it on and take a selfie, then tweet the image with hashtags #DF13 and #SugarSelfie. By doing this, they were entered into a drawing for the chance to win a vacation to Hawaii (or a cash prize.) In addition, participants had the chance for other prizes for being spotted wearing the T-shirts around the convention. 14 street team members were on hand to explain the program and hand out the 4000 T-shirts.

Jennifer Stagnaro, senior VP of Marketing for SugarCRM, said the campaign drew a huge amount of brand awareness for the company. She stated, “Escape from Dreamforce is a great opportunity for attendees to take a break from the convention's packed schedule and share a selfie with their friends. We're focused on the individual. This fun campaign provokes individuals to think about CRM from their perspective — ‘This is how I CRM.’”

This successful campaign expands on a very effective idea often used on trade show floors — wear this shirt, this hat; carry this bag - and be seen by our staff to win a prize. But now it has been expanded beyond the show floor, to great effect, by combining the old with the new.

Having trouble getting the attention of your audience? We'd love to help you turn their heads.

Did You Know?

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