This confuses me a lot. Where are Chupa Chups taking this? The prize pack is a bad TED copy, but probably for any aspiring band, hardly a fame-breaking moment. All-in-all other than the average publicity, the band is winning 2000 pressings of an EP and a new guitar. Everyone forgets about the drummer.
And more importantly, where is the link between Chupa Chups and live music? The main area for purchase of Chupa Chups is the petrol station cash desk - the main area for unsigned live bands are dark and sweaty nightclubs. The distance is a stretch. Even if the primary aim of this promotion is to be some sort of Uncharted Lite, there's still a big gap to overcome. The winning band get to play at Odyssey NYE festival - what if they're not let in because they're underage??
This smacks of a comms company selling this to Chupa Chups as an innovative and great brand-building exercise - two things it will fail to be. Maybe it is purely a branding exercise, using the simple concept that bands will promote the site for you because they want to win. But how many will really try that hard for 2000 EPs and a one-off gig?
Whilst I haven't checked, it will be interesting to see if as part of this promotion Chupa Chups develop new and innovative ways of selling their lollies, or there is additional point of purchase in those venues where it sells well.
If they haven't done either of those, they've missed a massive trick. If they have, I could be eating my words. And their lollies.
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