Good Branding Starts at Home

Last month, Hershey’s launched its Bliss brand at 10,000 outlets you might not have expected. They were the homes of nice people like you, who decided to play host to Bliss-themed house parties. The viral-marketing concept comes from houseparty.com, who have offered similar services to The Biggest Loser, Gerber, Disney Cruise Line, and SC Johnson. The idea seems inordinately clever — those hosting the House Party get the VIP treatment: “You get sneak previews of the best TV shows, free stuff, and the best offers out there on the things you really like.” The brand can quickly build a social network among its customers and event hosts — in addition to gathering valuable data through the House Party Web site. Read the Bliss House Party blog here.

We were reminded of another brand that has cleverly leveraged at-home events — the Big Yellow Box program from Crayola. As with House Party, Crayola event hosts or consultants are incentivized, in Crayola's case with rewards or income. Read more about Big Yellow Box here.

Any other good examples of in-home brand-extending come to mind?

Comments

[Daniel Orama]

What what a great idea. I love Hershey and plan on going back in August. My kids love it and can't wait to go back. Now I am brainstorming on how I might incorporate this idea with my music ministry.
Thanks
Daniel
www.sites.advancedministry.com/oramamusic