Krazy Glue has become the latest CPG company to solicit marketing ideas from consumers with the launch this week of “Commercials Gone Krazy,” a video contest in which participants can create and submit their own Krazy Glue commercials online.
“With the growing popularity of online video sites like YouTube, this contest will be an enjoyable way for people to experience a well-known brand in a new and creative way,” Mary Beth Cowardin, Instant Krazy Glue senior marketing manager at Krazy Glue, Columbus, Ohio, said in a statement. “Each commercial should convey the message that there is only one brand of instant glue that is crazy strong and crazy fast; and that’s Krazy Glue.”
According to the company, entries must be one minute or less and in miniDV, BETA SP or MP4 format. Details are available at the contest Web site, www.commercialsgonekrazy.com. Krazy Glue’s lead agency is SBC Advertising, Columbus, Ohio.
A supporting TV spot features “The Krazy Glue Hanging Man,” who is seen filming a Krazy Glue spot. “Making commercials is harder than it looks,” he offers, tongue-in-cheek. “It’s serious business.” As he explains the contest, he’s offered appetizers and an exotic drink as a makeup artist attends to him. “Show us your craziest idea for a Krazy Glue commercial and upload it to the site. Read the rules and visit the Director’s Toolbox, where we put a bunch of stuff in their for you to use.” He then spouts the company slogan, “Krazy strong. Krazy Fast. Krazy glue.”
Submissions are being accepted now through Oct. 31. Judging will begin Nov. 1; the top 10 videos will be available for public voting Nov. 14-Dec. 2 at the contest Web site. The grand prize winner will receive a trip for two to Maui, Hawaii. Support includes the Krazy Glue Hanging Man’s profile pages and contest event pages at Facebook.com and MySpace.com.