Kim Penstone

Over-exposed, again

2005-05-26 14:17

I don't like to think of myself as one of those 'workers' who surfs the net and plays solitaire or hearts while I should be furiously scribing an intelligent and well-thought out piece on the latest ad for Pfizer Health's new ... em ... libido enhancing drug for men.

But, for the past few days, that's just what I've been. Ever since a colleague of mine, who works in the same industry, sent me a viral email competition from KLM, with the chance to win two tickets to an overseas destination.

(I suspect she did it to distract me, to take my eye off the marketing ball. It's fair to say, it worked.)

Because, for two days now, my work (such as it is) has been interspersed between very many visits to the KLM site.

I've tried to fit the odd article in between this important endeavour, which is why it's so lucky I've been working from home - the site takes so long to download, that I'm able to write at least four or five paragraphs before having to choose my destination, my lucky seat, and have my boarding pass checked to see if I'm a 'winna'.

(In fact, I'm busy downloading as I write. Seems to be stuck at around 51%. But I'll hang on a little longer.)

Anyway, at first, I was completely impressed with the workings of this particular competition.

Short and sweet

It was short and sweet (site download time aside); it only asked me for my name, surname and email address (as opposed to bra size, deodorant preference, zip code and banking PIN number); and the only other information it managed to get out of me was my lucky number (although, by now I have about 40 lucky numbers, so that's pretty redundant.)

It also had a bang-up prize. Who can resist free air travel when it costs R2 000 to get to Cape Town, forget Bangkok!

And cleverly, it only allowed you to play once, unless you invited some friends to join in the frenzy by dishing out their email addresses (which, naturally, they guard as closely as their bra size and PIN number). Only once these 'friends' had played, would you be invited back.

I 'had' lots of friends!

Happily, I have lots of friends. Well, I have lots of email addresses.

I'm not sure about the 'friends' story, especially as I have now dished out their email addresses to an invisible database which will most likely start sending them notes about how to "improve their performance". (Clearly, not work-related.)

Gotta go. Site downloaded. Back in a jiff.

Oh. I just remembered the one failing of this competition. When it begins, it begins with the sound of a badly-in-need-of-fuel 747 - not conducive to open-plan offices. Another reason why working from home is good.

Of course, then, there's its biggest failing. The fact that I haven't won. And, unless my 120-odd 'friends' (okay, so I abused family, and colleagues too!) are being very cagey, neither have they.

And this, I'm afraid, leaves me with a rather sour taste of the KLM brand experience.

I can accept entering a competition once, and not winning. What I can't accept is entering it almost 40 times, and choosing almost every single seat available, only to discover that they're all 'unlucky'.

(Don't try and do the maths, I know I'm way out. That's why I'm a journalist. Just trust me on this.)

Before attempt No 29, KLM was way up there with my favourite brands, simply for offering me the opportunity to win a free holiday. But after attempt No 30, it was all downhill.

I now doubt the validity of this competition. True, I haven't yet read the 'terms and conditions' although I have ticked the box that says I have before entering the plane to choose my seat each time.

They may well say that it's just a joke, just a means of bolstering their database, sorry for you. Chances are it does. Of course, I'm too ticked off now to even check.

The fact remains that I hold a grudge against KLM because of this competition.

And this, I guess, is what is meant by over-exposure. As the mother of a friend of mine is fond of saying: once is funny, twice is silly, three times is a smack!

  • Despite her whinge, Kim Penstone is still playing the KLM game, just in case. At heart, she's an optimist. If any of her 'friends' win the free tickets, she expects them to take her with for kindly inviting them into the fray.

    For the more serious side of marketing and advertising, go to Kim's site, www.marketingweb.co.za

    Send your comments to Kim Penstone or discuss this column now in our debating forum.

    Disclaimer: News24 encourages freedom of speech and the expression of diverse views. The views of columnists published on News24 are therefore their own and do not necessarily represent the views of News24.

    X
    NEXT ON NEWS24X

  • SHARE:

    24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

    Comment on this story
    0 comments
    Comments have been closed for this article.

    Inside News24

     
    /Sport

    Book flights

    Compare, Book, Fly

    Traffic Alerts
    There are new stories on the homepage. Click here to see them.
     
    English
    Afrikaans
    isiZulu

    Hello 

    Create Profile

    Creating your profile will enable you to submit photos and stories to get published on News24.


    Please provide a username for your profile page:

    This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

    Settings

    Location Settings

    News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.




    Facebook Sign-In

    Hi News addict,

    Join the News24 Community to be involved in breaking the news.

    Log in with Facebook to comment and personalise news, weather and listings.