If it ain't broke because of Krazy Glue, the adhesive wants to know about it -- the brand is calling on consumers to share tales and images of the items it has saved in its Krazy Big Fix promotion.
As of Wednesday, Krazy Glue had received about 2,300 submissions since the campaign launched March 18, including six videos.
Participants can submit fixes by: uploading a photo or entering text at KrazyBigFix.com; tweeting a fix with text or a photo and the hashtag #KrazyBigFix; taking a photo of a fix using Instagram with the hashtag #KrazyBigFix; or texting KRAZY to 74642 with details about the fix.
Krazy Glue says users can submit as many fixes as they want -- and as often as they want -- to increase their chances of winning. Photos can be imported from Facebook.
As of Wednesday, fixes on the site include a mounted fish statue, a car's sunroof, a pair of jeans and a ceramic dragon.
Submissions will be accepted through December 31. Winners are selected at random and announced each month. Prizes include iPads and digital cameras. Krazy Glue says the grand prize, starting at $10,000, will increase based on the number of fixes submitted until it reaches a maximum value of $40,000.
Krazy Glue says the promotion is designed to creatively celebrate and inspire super glue repairs in a fun, socially engaging way.
"Over the last few years, we noticed people were talking about the brand on social media...and we wanted to give them a place to collect photos and videos in one location," says Matt Zuby, Krazy Glue associate product manager. "[KrazyBigFix.com is] a reward for using Krazy Glue and being loyal to brand...and [it raises] awareness for the brand."
While Krazy Glue has a wide user base, Zuby says the target audience is split about 50/50 male/female and is about 25 to 49 years old. This campaign specifically targets those active on smartphones.
Promotion for the campaign includes ads on Pandora and ESPN.com.
Krazy Glue is also using the campaign to raise awareness of its Twitter handle, @KrazyGlueExpert, which, as of Wednesday, had about 1,700 followers. According to Zuby, even though the Twitter handle was launched in 2011, Krazy Glue hasn't had a lot of activity or focus on Twitter prior to this campaign. In other words, consumers were talking about the brand but not necessarily using the Krazy Glue handle and Krazy Glue had not yet capitalized on all of the brand's mentions.
In addition, Krazy Glue has about 24,000 likes on Facebook. Zuby says the brand has not seen as much growth there as a result of the campaign, but notes it is focused more and Twitter and text.
Krazy Glue was first introduced to North America in 1973.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014