Home  › Marketing › Strategies
krazy-big-fix-logo-large

Krazy Glue Seeks Consumer Repairs for Krazy Big Fix

  |  April 5, 2013   |  Comments

The promotion asks consumers to submit text and/or photo examples of the items Krazy Glue has fixed.

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.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...