Oakley make hay in the wild west of social media

The other day I was sent a Facebook campaign being run by Oakley Australia called Race to 100,000 Likes.

Oakley is asking people to ‘Like’ their page, and in return they could win one of 50 pairs of sunnies. What the hell I though as my finger hovered over the Like button…but then, hang on a minute…

50 measly pairs amongst 100,000 people. What would that cost the brand…if the sunnies cost $20 each to manufacture that’s $1000. In return for 100,000 people supporting it? If 5% of the 100,000 buy sunnies at say $150 margin that’s $750,000. Not a bad return for the brand. But for the respondents? Not so great.

I wondered how the prizes would be allocated so thinly and searched for the rules, the usual T’s and C’s. Nothing on the site. I asked Oakley. The (impressively speedy) response surprised me:

Hi Mark, this is not a competition so there are no specific T&C’s. If we hit the magical figure we’ll be rewarding those in our Facebook community that we feel have helped spread the Oakley word the most. Any other questions please just shout out.

Not a competition? Let’s just take a look at Oakley’s FB ad (reproduced here):


Hmm, what’s that at the bottom…kind of looks like a great, big, fat “WIN” to me.

So, OK as Oakley explains you in fact don’t “WIN” the sunnies, no you get awarded them presumably if somebody at Oakley feels you have “helped spread the Oakley word the most”.

How do they judge this? They don’t say.

How will the decision be monitored, will the sunnies actually be awarded? Who knows?

Why should 100,000 people trust a brand which misrepresents a promotion as being something in which they could “win” something?

You got me.

Is Oakley doing the right thing by its ‘community’?


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