Grass Roots launches 'crap jumper' viral

by James Quilter , promotionsandincentives.co.uk 26-Oct-09, 10:33

LONDON - Incentives provider Grass Roots has launched a viral campaign touting its bonusbond gift voucher as the alternative to the unwanted Christmas gift.

The activity is centred around ‘The Campaign for Crap Jumpers’, a spoof campaign warning against the demise of everyone’s least favourite present.

Other marketing support will include advertising and direct mail.

Grass Roots has created a standalone site for the campaign, in addition to pages on YouTube, Facebook and Flickr. The site invites people to submit pictures of themselves wearing their own ‘crap jumpers’ for a gallery.

People can also post pictures of themselves onto a choice of jumper templates featuring bright colours, images of cats and 70s-style patterns.

Luke Brason, head of digital marketing at Grass Roots said: "The Campaign for Crap Jumpers has great viral potential and we’re hoping this fun, tongue-in-cheek campaign will really promote curiosity about bonusbond in the key pre-Christmas sales period.

"Most people have received a crap jumper at some point in their lives and have the photos to prove it – Christmas wouldn’t be the same without them."