A dentist chose to perform a marketing strategy where he invites internet users to beat him on Super Smash Bros, in case of defeating it, this would offer them a free dental cleaning.
The market for all businesses becomes increasingly competitive, causing companies, brands and businesses of all sizes to choose to implement new marketing strategies that allow them to have a greater reach over the others, in order that they can increase your sales, stay in the mind of the consumer and elevate your brand image.
In addition to this, the world is lacking effective strategies that promote health, including dental. According to the Global Burden of Disease Study 2017 (Global Burden of Disease Study 2017), the Untreated dental caries in permanent teeth is the most common health disorder suffered by the population. Despite the fact that it represents a very high percentage, it should be emphasized that not everyone has access to pay for this type of dental services and that this can be a determining factor in the total population of people who suffer from this disease. However, it is not surprising that part of the population does not go to the dentist at least once a year as recommended, or when they do it is because they are in pain.
A dentist has chosen to perform a marketing strategy which seems to have been quite effective, since it achieved a high number of reproductions in its video of Youtube (289 thousand so far).
The Zen Family Dental clinic in Ashland, Massachusetts, published a video where we see a dentist challenging the public with the words:
“Do you have what it takes to beat me at Smash? Play with me one on one and if you win, you get a free dental cleaning, if you lose, you have to tell everyone that you lost to a dentist. “
In the same way, some characteristics of said competition rose:
- Only one challenge per patient
- You have to go to his office
- The game will be Smash Bros Ultimate for Nintendo Switch
- You can take your own control
- A one-on-one battle with 3 lives and a six-minute time limit
The challenge made by the dentist has managed to get the attention of the users of the YouTube platform and its virality, something not so common to see in the world of health marketing. Going to the dentist can be painful and can be essential when people with sufficient financial resources choose or not to go to take care of their dental health, which is why the dentist carried out a strategy based on an activity that manages to call the attention to a good part of the population, video games. According to a report published by DFC Intelligence, it was revealed that approximately 40 percent of the total population play video games in some way.
This is a clear example of the interactive marketing, where he invites the consumer to take part in a competition that it could even win you a free dental cleaning (remember that they are not so cheap); strategy That performed quite well as in the comments section you can find thousands of compliments to the dentist for his effective marketing strategy, and even some others who accepted the challenge.
This type of strategies are effective for gain audience participation and invite you to participate in a contest where you can win prizes, creating a new consumer experience that is not very common to see and less in this type of environment.
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