Deconstruction#1 Jennie-O Turkey Store’s Photo Contest

Story Summary:

Jennie-O Turkey Store, one of the world largest processors and marketers of the turkey-related food, launched a photo contest on Facebook, which asks the participants to upload photos of their “lame” breakfast to win a two-week stay at The Biggest Loser Resort, a weight-loss center providing scientific weight-losing methods.

Activity Execution:
Participants can upload their photos by pressing the "upload" button on their Facebook page.
Visitors can vote on the page.
The photo gets the largest number of votes will win.

Major Strategies:
Interesting conceptual message: vote for the photo of the "lamest" breakfast
Easy participation: clean Facebook interface, easy photo uploading process
Cooperating with The Biggest Loser Resort

Need Improvement:
The press release is not a good one.
I doubt whether the contest can go viral.

Press Release URL:

http://www.multivu.com/mnr/54247-jennie-o-turkey-store-biggest-loser-resort-breakfast-hall-of-lame-contest