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Crown Royal Enlists Crafty Fans for Purple Bag Promo
A big part of making WOM work is understanding what makes your product stand out in a crowd. For the makers of Crown Royal whiskey, it's the iconic purple bags that the liquor is packaged in, a prop that is taking center stage in the company's latest, fan-centric promotion, which is called "Legends of the Purple Bag." In the past, Crown Royal loyalists have fashioned everything from sport jackets to sofa covers out of the bags. Based on this organic enthusiasm from its customers, Crown Royal has created a contest around these creations. Fans who submit photos of their purple-bag-infused wares to http://www.crownroyal.com/legendary by Dec. 31 will be entered to win a trip to Los Angeles, which includes a movie night with Hugh Hefner and a private tour of the Playboy mansion, or a New York trip, which includes a VIP trip to ESPN Zone and a tour of ESPN headquarters.
Instead of ignoring their fans, Crown Royal noticed something that its fans were already doing -- making wacky, crafty wares out of the product's packaging -- and used it to create a contest that rewards fan enthusiasm.