It’s a standard tenet: Word of mouth is the most powerful form of marketing. So what better way to get the word out about a brand than to have someone host a party and invite their friends?
This is the concept upon which HouseParty.com is founded. The platform enables brands to connect with advocates willing to host an in-home product demonstration. The goal is to capture the hearts and minds of consumers with experiential advertising. The idea is to engage the brand communities through earned media and let the consumer do the work.
SodaStream and Animal Planet teamed up with House Party to connect with the Super Bowl audience. Of the 15,000 applicants to host Puppy Bowl parties and 20,000 to host SodaStream parties, House Party CEO Chris Maher, says only 1,000 fanswere selected from this deluge of applicants for each brand.
While the goal for the SodaStream parties was to get the product into the hands of consumers, the Puppy Bowl parties were a little different. Maher says Animal Planet’s goal was to leverage the social power of the House Party platform for content creation and distribution.
“Animal Planet wanted to engage as many people as possible,” Maher says. “So everyone who applied was able to participate on some level.”
Selected hosts received a VIP party pack with Animal Planet and Puppy Bowl swag. However, for those who weren’t selected, they got exclusive access to content from Puppy Bowl, Animal Planet and other advertisers.
It’s a little soon for data on the Puppy Bowl and SodaStream parties that took place this weekend. Still, Maher says brands generally see a $2.30 return for every dollar spent on House Party campaigns. He added that House Party measures engagement based on impressions, total hours of brand engagement, pre and post party surveys, the increase in brand favorability and increases in sales.
Based on the pictures and raving comments on the party pages for both brand events, a good time was had by all.