Blog

Regifting the ghost of Christmas past

November 11, 2011 by Lisa Biank Fasig — Director, JZMcBride and Associates

For most of us, holiday gifts can haunt us like the ghosts of Christmas past. From nose-hair clippers to maternity bras, we've each been given an uncomfortably inappropriate or wincingly tacky present – or worse, have given one.

But this year, I am happy to welcome the ghost of Christmas future, otherwise known as the spirit of entrepreneurialism. It presents itself at its best not so much the form of major new product innovations, like the iPad, but in the very creative marketing plans these products inspire.

Take the Isotoner smarTouch glove; a practical and welcome concept. The gloves, in addition to keeping the hands warm and dry, are touchpad compatible with smartphones, mp3 players, iPads, gas pumps and GPS devices. A great idea, promoted with an equally good marketing plan: Isotoner has launched an interactive Facebook page that cashes in on – that's right – all of those terrible gifts that haunt us from holidays past.

It works in three steps. First, you register and post a photo of the awful gift. Then you vie for votes (this is where you ask friends and family to vote for you, and where they learn about the Isotoner smarTouch). The goal is to advance to the finals by Dec. 5.

Among the entries: A "Ham-A-Rama" given to a vegetarian teen; an ironing board from a (former) boyfriend; clown shoe slippers; a dead baby shark; a talking fly swatter; and a used garbage can.

The 32 finalists each win a pair of smarTouch gloves, and continue to compete as pool is narrowed each week, until Dec. 23. The top four finalists win an iPad and second place gets a $1,000 Visa Gift Card. The "Ultimate Misfit Gift" winner will get a $5,000 Visa Gift Card.

But the ultimate prize might go to Isotoner. After visiting the site I not only voted, I plan to buy a pair.

About Lisa Biank Fasig

---

None

Connect with Lisa: