Butterfinger brings back old slogan for social effort
After an eight-year hiatus, Nestle's Butterfinger brand is reintroducing the “Nobody better lay a finger on my Butterfinger” tagline through an online user-generated video contest.
Participants can upload videos to Yahoo to be judged by four Nestle interns hired specifically to manage the project. These “fun-terns,” tenured at Nestle for the six weeks that the campaign will last, are responsible for spreading the will pick a winner in each of four categories: "Best use of a gadget," "Epic fail," "Sweetest Kung Fu moves," and "Workplace shenanigans."
Yahoo users can vote for one of the four video finalists. The grand prize winner receives $25,000 and the chance to have the winning video featured in a 15-second television commercial and on butterfingercomedynetwork.com.
The goal of the campaign is three-pronged, explained Tricia Bowles, PR executive at Nestle USA, with brand awareness, engagement and sales making up the target areas of the campaign.
The brand began using social media earlier this year, establishing the Butterfinger Comedy Network, which Bowles described as a successful marketing tool.
"It's not just enough to engage, but you have to entertain and establish a relationship with [the audience]," Bowles explains. "We've done that well with Butterfinger comedy network."
Citing company policy, Bowles declined to name the agency that worked on the campaign with Nestle.