Positioning its product as “the original anti-irritation agent,” Edge is inviting people to tweet about what’s irritating them using the hashtag #soirritating for the chance to get some relief. This is one element of a campaign that crosses platforms to tie the brand’s irritation relief to more than just men’s morning shaves.
Describing its efforts as, “designed to stamp out irritation, one tweet at a time,” Edge’s Irritation Solutions Team monitors the hashtag for annoyed tweeters and then offers prizes, gift cards or other items that might lend a little relief. Using the Twitter handle @EdgeShaveZone, the team appears to be regularly doling out awards such as lunches, headphones and game tickets.
“We may find someone who’s really irritated about the traffic jam they’re in and offer to send them a GPS unit,” said Jeffrey Wolf, senior brand manager at Edge. “The other day we gave a guy whose hard drive had crashed a brand new one.” He said a campaign like this makes sense, since irritation relief is part of the Edge DNA. “The Edge Irritation Solutions campaign, which is an extension of our overarching anti-irritation platform, helps us pay it forward and show guys that irritation relief is what we’re all about.”
The Twitter activity is one element of Edge Anti-Irritation platform. Visitors to EdgeShaveZone.com can blow off steam by sharing their daily irritations. The site features a comment section and a map of the United States, showing which states are the most and least irritated, as populated through guest comments. When they register and vent about their irritations, men can opt-in to enter a weekly $500 giveaway sweepstakes. Site visitors can also vote for vignettes featuring comedian John Caparulo parodying the biggest irritations men face.
There’s also an anti-irritation tool on the site that allows men to test their levels of irritation by measuring the pace and force of punching the keyboard’s P and O keys – the harder you mash the keyboard, the higher the site ranks your personal irritation index.
For all the good humor and means of engagement, the campaign elements don’t hang together as well as they could. The placement of links to Edge’s Facebook and Twitter pages on the campaign site are adjacent to a link to Funny or Die leaving visitors unclear where they will lead. (The Funny or Die link goes to the same Caparulo videos as are on the site, but why evict visitors?) For product information, a tiny link opens a new tab to the brand’s main site (not the best integration) and the various contest elements could be easier to find. Missing completely from the web page is a draw to the cool stuff happening on Twitter.
There are other omissions that may cost Edge consumer engagement time. No user generated content is on the brand’s Facebook page. And entire elements of the overall campaign – such as a study that reveals that men who shave more frequently have more sex – can only be found in yesterday’s press release. Representatives from Edge’s parent company, Engergizer Holdings, Inc., did not immediately respond to a message seeking comment.