Check out this brilliant af marketing/PR move from travel insurance comparison website Squaremouth and their subsidiary Tin Leg. It’s a bit old, but it’s somehow getting a new attention bump. It’s a clever, easter-eggy twist on the famous Willy Wonka golden ticket. They describe it best, so I’ll copy/paste:
We secretly launched the Pays to Read contest to reward $10,000 to the first individual to read their policy from start to finish. We added text to Tin Leg’s policy documentation that offered a reward to anyone still reading.
Donelan Andrews, a teacher from Georgia, was the first customer to contact us, just 23 hours after the contest launched. As the Pays to Read winner, we rewarded Donelan with the $10,000 grand prize.
They also donated $10K to a reading nonprofit in DC and another $5K each to the schools where Andrews teaches.
We understand most customers don’t actually read contracts or documentation when buying something, but we know the importance of doing so. We created the top-secret Pays to Read campaign in an effort to highlight the importance of reading policy documentation from start to finish.
Here’s their blog post explaining it all.
The move got a lot of pickup in the press. Like this, this, and this. I’d never heard of Squaremouth. Now I’ll likely buy from them next time I need travel insurance.
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