Orange are again doing their Spot the Bull competition, giving away tickets to Glastonbury if you can predict where a bull will be in a field at a certain time of day. I played this last year and it was good fun; it got launched yesterday, starting off with an email, I’m guessing to all of last year’s participants. Later on, I got a lot more information about the competition from Poke.
- They’re using a new bull this year, called Desmond, a 5 year-old Charolais Apparently last year’s bull was a little quiet, they’re hoping for more action this year.
- In another change, they’ve adjusted the tech they’re using. Instead of a complicated set up using GPS and satellites to follow the bull action, they’ve got people in the ground, posting the position every 5 minutes and getting great pictures using a mini-dv camera. In a further extension, they’re also tweeting throughout at spotthebull
- They’ve gone mobile this year; go to the same URL on your phone’s web browser and get a sweet mobile version of the site. You can play direct from your phone or SMS your chosen square. There’s also a html version
- Return visits are encouraged. Statistical information is being built up around where the bull will be over the day, plus the tweets will let you know what Desmond’s favourite places are. You can start to predict the bull’s behaviour. Another tip is to play at weekends, which were quieter last year so you have a higher chance.
- There’s an embeddable widget, which brings all the bull action to your blog or profile.
What I think
It’s a successful mechanic for a competition, that obviously worked well last year, enough for them to bring it back. What I’m most impressed about is how ‘solid’ the campaign is, with all the elements connected. There’s a html version, a very nice mobile version, a chance to connect with SMS, the sharable elements. They’ve connected all the dots from a digital perspective. My biggest issue is with the flash version, which is heavy, takes a while to load and slows down the browser. It’s very, very good, but just a little too much of it. All in all, I love this campaign/
As a blogger, they connected with me well, a polite first enquiry about writing about it, then a whole load of imformation that is just lovely. It was done by the Poke team, so thanks to Dylan for the info.