Tell Pom Tea why you love them

Like Gmail, Pom Tea are also requesting videos about why you love them so much. This time you have 90 seconds to expound on the virtues of the tea and you have a chance to win prizes. I spotted this one as they have been advertising heavily on Facebook with display ads but they seem to have gone no further than that on the social network site, as I can find no official groups or pages. Instead they are focusing on their page on MySpace, where they have also been sponsoring Prom Queen, an 80 episode micro-series.

A couple of things to note here. The Pom video can offer prizes as it is US only, focusing on a single market. Gmail is global, present everywhere. Designing a competition to fit all the different legal restrictions would be close to impossible, so they are just asking for people to share. Doing it only in one market would not fit the brand, offering prizes is most likely too much trouble than it is worth.

It’s also interesting how Pom is not jumping on the Facebook wagon. Advertising yes, a network presence no. They have put a lot of money into MySpace and properties associated with it and so far the results look mixed. They do not have a lot of friends of the brand on the network. It would make sense to take stock and not necessarily jump into the next hot network, to work out the best way of doing so. My advice would be to join and then become active in the existing fan networks, having conversation about the brands. Don’t commit budget to a fancy brand page or app, just go out and talk to the fans that are self-organising there already.