With Square Plug in Possibilities the goal is to boost brand awareness, sales, and brand loyalty.
Through social media Square will challenge business owners and potential business owners to compete for $10,000 through a voting system using personalized hashtags. This campaign will start with a direct mail piece sent to 15 prominent and savvy business owners introducing the campaign. This will help expand the campaign and spread awareness to others. The competitors will then be prompted to create a video, 30-60 seconds, that explains their business and why their followers should vote for them. This will last five weeks and at the end of the campaign the competitor with the most votes will receive the 10,000 and additional Square products.
The direct mail piece is a box (5x5x3”) that contains the Square Credit Card Terminal as well as information on square located on the interior flaps of the box. This will also include a pamphlet with information on the Plug in Possibilities Campaign and their personalized hashtag.
Banner ads will appear throughout the campaign and prompt users to pick an item to vote for, they will then be prompted to go to Square's website where they can find out about the campaign, the competitors, and how to enter.
Once directed to the website users will be able to view information on the campaign. They can also find out more about the competitors on their personal page, buy their products, and vote for them using their hashtag. The leaderboard will update in real time and users can see how the competitors rank.
There will be links to the competitor’s social media outlets, such as Twitter and Youtube. These in return will link back to the Square site.
