Groundbreaking new social platform Perfunkt.com
HUGE, the fastest growing digital agency in the US and part of the Interpublic network just created and launched a groundbreaking new social platform, called Perfunkt for Electrolux, through their AEG brand. Perfunkt represents the biggest bet on branded content and social media by a major appliance brand to date. It’s already generating new levels of engagement with consumers around branded content through stunning videos and one-on-one interactions with world-class chefs.
Many consumers shop for ovens, refrigerators and other AEG/Electrolux products only once every seven years. So how can a company like Electrolux build meaningful engagement with consumers on an ongoing basis? How can they take their brand attributes and knowledge and make these things active?
Perfunkt solves these problems for AEG and encourages two-way conversation. Original and sourced content challenges users to contribute videos, comment, vote and embark on their own personal quest to perfect gourmet skills and other household techniques. With Perfunkt, AEG is leading the way in changing how brands interact with consumers online, while challenging the well-worn Facebook/YouTube/Twitter marketing conventions.