Behr Paint mixes tiny homes, mobilized platform to show off products
By Brielle Jaekel
July 7, 2016
Behr's tiny home contest
Home Depots exclusive paint brand, Behr, is leveraging the popularity of tiny homes to show off the durability of its paint and grab attention through an interactive contest that allows users to design their own home.
The Dream Tiny sweepstakes prompts users on social media and online to play with its interactive mobilized platform that allows them to design their own tiny homes. Users that enter their designs along with a short story regarding their dream tiny home will be entered in the running for a chance to win their own custom tiny home.
One thing to know is that Behr is sold exclusively through The Home Depot and has decades of good will with consumers, said Marci Troutman, CEO of SiteMinis
. Therefore, this great giveaway, Tiny Homes are all the rage right at this moment, will get tremendous lift through THD stores, online and through THD social media.
Plus, THD did over 1.5 billion transactions last year and that is a significant reach for THD and Behr to capitalize on, she said. The real benefit to the giveaway is the ability to show off the Behr Marquee paint.
This top-shelf paint is on the high end, but comparable to any top-shelf paint on the market and at a reasonable cost.
Behrs sweepstakes is launching with a television spot and online video that showcases a couple traveling with their tiny home across the United States. The video plays off of the tiny home fandom caused by coverage on reality television, and will be showcasing how well Behrs paint can hold up to the elements while traveling around the country.
The sweepstakes campaign is prompting users to visit a dedicated Web site for the content at BehrDreamTiny.com, where participants can design their own tiny home with the chance to win one. Users can choose from the variety of backdrops created by Behr or upload their own photo where their virtual tiny home will be located.
Users can choose between a wide range of paint color options that are available for real-life purchase from Behr. The house is broken up into five sections that can be painted separately such as the front door, roof, trim, lower wall and upper wall.
Once the participant is done designing his or her digital tiny home, he or she can submit it for entry by clicking the House Complete button. Users are then directed to the contest page on which they must write about what their dream tiny house would be in 50 words or less.
The digital tiny home designs will be featured in a gallery. The winner will be chosen at random and be awarded a custom tiny home, along with $25,000 in cash and a $1,000 gift card to Home Depot.
Three other winners will receive a $500 Airbnb gift card and $4,500 in cash while 200 others will receive $100 Home Depot gift cards.
Social media sweepstakes
Chain restaurant Smokey Bones Bar and Fire Grill similarly launched a creative push to grow its geolocation tags on Instagram involving a contest that encourages customers to upload photos of their unique burger creations with their location (see more
Anheuser-Buschs Bud Light brand also prompted consumers to take advantage of summertime happy hours by offering an incentive to kick back and relax, enabling fans to participate in a mobile-optimized sweepstakes for the chance to win branded merchandise and a trip to the Bud Light Convention (see more
With the reach of THD through traditional marketing, digital platform and social presence, this type of give away will interest consumers because it is interactive, Ms. Troutman said. You enter to win and you get to customize the Tiny House using Behr Marquee paint, which has both interior and exterior paint available, when you upload your Dream Tiny House to the gallery - what a great way to get consumers in the game and expose this offer and gallery to all social platforms.