Works like this: Ricola has people out in the public who will be in public places and cough. If you offer them a Ricola Cough Drop, you will instantly win a grand (I believe) and be in the drawing for lots more.
So, this is what I see. People will buy Ricola with their own money and offer them to people who actually need them (coughers). The coughers will, in the vast majority of cases, NOT be the Ricola folks, but simply folks with a cough. They will then 'test' the product given to them by a stranger. The stranger's gift is actually an endorsement of the product. Word of mouth.
When the cougher reveals that they are not the Ricola company-cougher, some folks will reveal the reason for giving the cough drop. Some of the coughers will purchase the drops and offer them forward as well. Viral.
Geeeezzzz.... this is really a great idea.
Cost to the company for product = $0
Cost to the company for endorsement = $0
Cost for viral campaign = $0
Only cost is the radio campaign, which they do anyway. This is a powerful way to get buzz and viral endorsements into the hands (er, mouths) of people who are actually needing the product (coughers).
Cool.
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