Forget marketers and brand guardians deciding which celebrity is the right brand fit.
Cash4Gold is asking members of the UK public to nominate and vote for which personality should appear in the company’s next advert alongside current ‘face’ MC Hammer.
It’s the first time Cash4Gold has reached out to the public for contribution to its campaigns and follows a high profile ad screened during the US Super Bowl featuring Ed McMahon and Hammer.
The company is aiming to become the biggest direct response advertiser in the UK by the end of the year.
Cash4Gold’s first DRTV advert hit UK screens back in July, and was aimed at introducing the UK public to its mail-in gold-buying service.
The next phase of advertising will be unveiled in October, attempting to introduce viewers to a more “sophisticated and stylish” presentation. A computer-generated animation ad will explain to viewers how the Cash4Gold process works.
Following that, the company will finally reveal its chosen UK celebrity to the British public. Nominations and votes close on November 15.
“For our expansion into the UK, we are looking to learn a new set of skills by teaming up with a well-known celebrity who will bring a smile to the faces of the UK public,” said CEO and Founder of Cash4Gold, Jeff Aronson.
One ‘lucky’ member of the public will be chosen to enjoy afternoon tea with both MC Hammer and the UK celebrity selected.
See MC Hammer and McMahon in action below.