Bonds doubles Birthday Project T-shirt giveaway
Bonds has more than doubled the number of T-shirts it is giving away for The Birthday Project after so many members of the public responded that the We Are Bonds site had to be temporarily disabled.
The We Are Bonds site launched last Tuesday.
Following major media coverage, it initially struggled to cope with the large number of people claiming their birthdays in exchange for a personalised shirt with their date of birth.
The Birthday Project seeks to find an Australian for every day since Bonds launched in 1915
Let’s not forget the Pac Brands shift overseas. Are we really Bonds?
this doesn’t really help the situation – they should have offered a t-shirt for each date from day 1.
a better offer to make up for the slow moderation and disappointed punters who thought they secured their date, and then found out way too late someone else got it, would be to offer 2 t-shirts per date as an act of over-compensation. how much extra would this really cost compared to making a heap of participants a lot happier than they are right now?
the “success” of this promotion will always be judged relative to the amount of whinging punters it created, rightly or wrongly.
unlike Share a Coke which had top to bottom control by the company, this Bonds thing has spun out of control due to public participation and the not-so-unexpected public backlash factor that is becoming way too prevalent in marketing campaigns of late.
and don’t forget, the ‘Share a Coke’ campaign had, as it’s participation element, a direct sales response. Not so for Bonds.
Yep. Sorry Bonds. Its too little, too late I’m afraid.
Since back home in philippines we have a bonds product but iguess its an australian made,i used bonds products like shirt and underwear even my daughter they are.
thanks lilia
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