Yes, you read right.
French Connection recently announced a contest that involves the latest craze website- Chatroulette. For those of you (like me) who don’t take part in what is considered to be soft internet porn, Chatroulette is a website that allows any Internet user in the world with a webcam and microphone to go to the site and chat with other users at random selection. When a person gets tired (or in some cases, grossed out) of chatting with another person, they can hit ‘Next’ and begin chatting with a new person.
Chatroulette grew in the past few months and French Connection saw a marketing opportunity. They released the contest rules that if a person uses Chatroulette to set an actual date with a random person, the winner will receive $375 in vouchers good towards French Connection to purchase a nice date outfit. In order to prove the person actually set a date, they must submit screen shots or comments made between users.
William Woodhams, the current director of marketing at French Connection, has said he is not afraid of the possible damage that could be done in encouraging random strangers to get together through an online site. Mr. Woodhams stated, “We’ve hijacked the site; we’re a fashion brand and we wanted to get involved in an irreverent way. It’s a fun medium, although it’s also weird, sad and strange. We only put up a small prize, because we don’t want to look like we’re trying too hard.”
If it’s such a sad and strange medium, then why associate with it? Personally, I think it is quite an interesting approach to generate buzz, especially now that every single business in the world has caught on to advertising with Facebook and/or Twitter, but still. French Connection is a slightly more upscale brand with clothes that go for a hint of luxury, classiness, edge, and seductiveness all in one. There’s a difference between wearing fishnet tights with a black dress and being straight up trashy.
Another demographic to consider is age. Correct me if I’m wrong, but isn’t French Connection directed more towards younger people? What happens if that one lucky winner is conveniently a 45 year-old who signed on for some late night fun and caught someone else a bit off age? With over 20,000 users, you are bound to have a few people in there who do not exactly represent the French Connection brand.
I like that French Connection is taking a bit of an edgier approach to marketing, but this time I think they went and jumped straight off the cliff.
0 Responses to “FCUK and….Chatroulette?”