Eaton drives workspace lift

Share this content:
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." 


Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above