Dick Smith launches model rocket in retail promotion with Intel
Dick Smith has launched an online campaign as part of a local push to promote Intel’s global competition to win a trip to the edge of space.
Intel has tied up with Dick Smith as its retail partner in Australia and New Zealand, with the retailer launching a competition called TurboBoost Touchdown which involves firing off a model rocket and asking consumers to guess its landing spot.
Created by Soap Creative, everyday in a secret location, four anonymous men in yellow suits will fire a model rocket to heights of up to 600 metres.
Consumers are given a video preview before launch, along with flight and condition information. Using this information, they are asked to guess the co-ordinates of where the rocket will land.
A $100 voucher daily prize will be given to the most accurate prediction for the first 14 launches. The winning guess for the final launch will receive a new laptop.
The flash website is centred around a map of the secret location, which has been modelled in 3D. The site also features GPS data and up-to-date statistics including wind direction and speed, aimed at reflecting Dick Smith’s brand positioning as “the Techxperts”.
Soap creative producer Lee Richards said: “Regular entrants will get better at predicting the trajectories of the rockets as the fortnight goes on, so repeat participation will be rewarded.
“In addition, clues and exclusive content will be distributed through Facebook, Twitter and YouTube in order to create a community around the experience.”
It is forming part of Dick Smith’s marketing support for Intel’s “Blast off with Turbo Boost, Win a Trip to the Edge of Space” promotion, where consumers have the chance to win an all-expenses paid trip to the edge of the Earth’s atmosphere in a Russian fighter jet.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Another game from Soap that lacks an idea around it.
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How does this help to broaden the appeal of Dick Smith beyond being a destination for tech geeks wanted electronic gadgets for their home electronics projects (ie home-built rockets) which it seems was the goal of their re-branding over the past couple of years?
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I thought the idea was pretty simple. We fire 15 rockets into space, you try and guess where they land. I take it you won’t be plotting a point JB?
Dick, I think it broadens the appeal of your brand by showing consumers the Dick likes to have fun. We’re not asking anyone to make a rocket or even launch one. We’re asking people to guess where a rocket lands and then talk about it, and then come back and do it the next day… and they are.
And Lee is very approachable.
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Ha! What a pisser! Having fun with brands, that’s what the internet’s for innit? That’s what we reckon anyway.
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