{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Peugeot Panama has launched a Pinterest-based competition that asks people to complete puzzles by repinning images of its cars.

Last week the brand created several boards depicting different models with pieces missing.

People can search for and find these pieces, pin them on their own boards and share it with Peugeot. The first five people to complete their boards win prizes.

Though a visit to the brand’s Pinterest page leaves you somewhat confused at first, since several boards have been used as placeholders – separating the cars into different price brackets.

One such board is titled ‘Starting at 35,000us’ and is toally blank, with no content pinned. It's an interesting way to use the space, but isn't immediately obvious.

On the bottom row (on our screens at least, see below) – the first four board titles are used to explain the contest, with another placeholder then showing the ‘contest boards’.

People are asked to click any board to find out where to look, which is explained as follows:

This is a 5 piece puzzle of a Peugeot 3008, as you can see there are 4 pieces missing. Look for them in our website (peugeot.com.pa) or in our Facebook fan page (www.facebook.com/profile.php?id=1797346790), pin them in your own board and share it with us. The first 5 people to complete their boards win!"

Using boards as placeholders is certainly one of the most creative uses of Pinterest we’ve seen so far, but sadly it’s overshadowed by the fact that the puzzle itself isn’t very clear.

It’s difficult to work out how you’re supposed to get involved, and even the brand itself has had to step in to inform a participant that the goalposts had been changed:

Hi Julia!, thank you for participating in the Peugeot Puzzle Contest, sadly as you may know, Pinterest changed our layout so we were forced to adapt the contest again. Please feel free to leave your board and start pinning again. Best Luck!”

That said, Peugeot Panama uses a conversational tone in its outreach above and is trying something new - so should be applauded for doing so.

However, it might transpire that a simpler competition, with mechanics that are easier to understand, might be more successful in driving participation in the long run.

Vikki Chowney

Published 19 March, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

Comments (11)

Comment
No-profile-pic
Save or Cancel
Dave Wieneke

Dave Wieneke, Director of Digital Strategy - ISITE Design at www.UsefulArts.us

What do you think of Peugeot's effort?

Vikki said the boards were "confusing"...which is really a good description of the whole campaign.

Its hard to think of a worse customer experience than confusion.

If it doesn't make sense in 10 seconds -- then only the most ardent (or incented) audience will stay around.

Who had fun with this -- what's the trick. I'd like to see how great this is -- but it just seems like a jumble.

over 4 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

@Dave Agreed. Creative, but really difficult to interact with...

over 4 years ago

Avatar-blank-50x50

Connor

I like the way they use the different boards as holding places. The initial visual experience for the 5 featured boards is pretty cool. It does get very messy after that.

This initial feeling out process on pinterest is pretty fun to watch to be honest.
Get some popcorn and enjoy the entertainment.

over 4 years ago

Avatar-blank-50x50

Manuel Bordé

Hi everyone, we appreciate your posting and feedback. We are taking it very seriously ;), so we have made some adjustments to our Peugeot Boards in order to make participation easier for the audience. We are still in an experimental phase that has had good responses until now, but we will get back to you on results and continue to learn from everyone´s imput for further contests and engagement with Peugeot fans.

over 4 years ago

Avatar-blank-50x50

Lauren

Well I've been following this for the past two days.. since I read it on AdAge, I thought it was gonna end really quick since pinterest change the layout and the pinterest page become a huge mess... But the work it put and change it.

I agree with the mess at the end, untill today that I saw some changes on the pinterest page, missing tittles, details on the blank boxes.

Don't you feel like making the puzzle on your pinterest site? I do, I've been looking for the pieces and It's exciting.. everyday they are trying to make it better.

@Manuel do you work for the brand? I think that the fact that you guys are taking the advices is making it better each day.

I see how much it is changing.
This is for me, quite an amazing use of pinterest. Tells a story, it's making traffic on the website + fb and it's fun.

David what would you change of it? I mean to make it better

over 4 years ago

Avatar-blank-50x50

Manuel Bordé

Hi Lauren, yes I work for Peugeot´s ad agency. The brands profile and contest has received a lot of positive feed and we are learning from the negative feed as well... we have been adapting the profile and we think we´re very close to having it finally flawless.

we invite you to take another look on the new layout, we´ve improved contest details, and visual.

we will keep you updated with the results. ;)

over 4 years ago

Avatar-blank-50x50

Manuel Bordé

Hi everyone!... check out our latest changes to the Peugeot Pinterest profile, We have been improving to make it easier for contestants and visually.

we still have a lot to go, but we´re getting there ;)

best regards!

over 4 years ago

Avatar-blank-50x50

Poppy

Agreed with it being very creative. Slighly difficult to understand and relate to, or is this just a clever form of marketing?

http://www.budgenmotorcars.co.uk/new-peugeot-cars

over 4 years ago

Avatar-blank-50x50

Lydia Mills

I think that Peugeot were definitely going in the right direction, even though there's not many competitions on pinterest heres another way its been used as a competition (i even entered!) http://www.printed.com/blog/printed-com-pinterest-and-bigstock-easter-competition

over 4 years ago

Avatar-blank-50x50

Youssef Boutzakht

Yeah, this is very great and absolutly phantastic idea to generate more traffic, more positive image, more leads, more seo...very cool!
greetings from germany
Youssef
Social Media Speaker

over 4 years ago

Avatar-blank-50x50

Noreen

Great concept, even if the execution was fouled up.
A fantastic way of utilising the latest media for social engagement. I just hope that we don't have overkill now with everyone and his wife delivering the same style as it will become dull quite quickly.

over 4 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.