In a previous post I wrote of my admiration for Hu-Friedy’s Nevi campaign. Recently, DentalEZ caught my eye with their Get “Hands-on” with DentalEZ Facebook photo contest. Basically the contest gives entrants a chance to win a handpiece starter kit and a trip to the ADA 2012 meeting. It seems to be aimed at dental students (more on that in a minute). Entrants submit their best “hands-on” photo, dental or non-dental. The winners will be based on votes from the Facebook community at large. Entries will be accepted through June 30, 2012.
What I like about this contest:
- It’s a nice use of Facebook, a refreshing change of pace from the quest for more “likes” for “likes” sake.
- The prize, a trip to ADA 2012 in San Francisco. Many people think dental trade shows are dead, but they don’t have to be. Our industry and the various associations can (and should) work together to bring greater value to the vendors, the associations, and the participating dental professionals.
- It is geared towards the 3rd and 4th year dental student audience. This is a social savvy audience. Targeting this group also shows an interest in the long-term. It represents an investment in future sales and brand awareness.
- It is a nice way to add some human interest to a crowded product category.
And a few things I don’t like:
- The way it is presented is a little confusing at first. Is it only for students? How are winners selected? Granted, there is a robust set of official rules and regulations.
- Where’s the integration? I haven’t really seen anything about it on Twitter or LinkedIn. Is there an accompanying print element? PR? I’m not sure, and I could just simply be out of the loop. Also, there’s gotta be a Pinterest angle here since we’re talking about a photo contest.
- It seems there is a missed opportunity to involve other products (Identafi comes to mind).
All nitpicking aside, this is a nice social campaign for dental. Kudos to DentalEZ for trying it and sowing seeds for the future with the student audience.
What do you think? Are there other campaigns we should be discussing? I look forward to your feedback and insights.
Author’s Note: I have no financial or commercial interest in the company and products mentioned in this article. I simply like to learn and write about cool companies and cool marketing campaigns in dentistry.