Eaton drives workspace lift

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IT professionals can sign up for Eaton's work-space makeover via Facebook and its website
IT professionals can sign up for Eaton's work-space makeover via Facebook and its website

The Offer: Power-management company Eaton Corp. sought to underscore its expertise in information technology through an integrated campaign that includes a "Space Lift" sweepstakes offering consumers a chance 
to win a customized package of Eaton products valued up to $10,000. It also offered a workspace makeover that comes with another $10,000 in prizes, including high-definition headphones and a touch-screen monitor.



The Data: The promotion gets prominent play on 
the company's campaign-dedicated Facebook page, but 
as of press time, the page had achieved just 66 "likes," even though the campaign was launched back in August. 
(It is scheduled to continue through December.) The campaign is targeted to information technology professionals. Entering the sweepstakes requires that consumers input their personal contact information and answer questions about their likelihood to purchase a product from the company. 


The Channel: Unveiled at the trade show VMworld in Las Vegas, the campaign includes print advertising, social media tie-ins, direct marketing and a redesigned site. 


The Creative: The website and Facebook page, in addition to promoting the sweepstakes and Eaton's products, showcase a fun tool that creates captions from the point of view of toys on one's office desktop. It is intended to provide a lighthearted look at the "pain points of long hours at the office, while highlighting the wit of typical IT professionals who work tirelessly behind the scenes."


Verdict:

Jason Kulpa is CEO of Underground Elephant, a San Diego-based marketing company he founded in 2008. Kulpa last year was named “Most Admired CEO” by the San Diego Business Journal. He is a member of the Young Presidents' Organization, a global association of young CEOs.

Eaton took a very intelligent approach to this ad. However, they are probably appealing to the wrong demographic. Dinosaur finger puppets might not have been the most effective representation of a high-tech industrial manufacturer that is implementing "change." 


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