Giveaway/product-review program works out nicely

By Steve Outing

Last month here I wrote about a product giveaway and user review promotion that my website,, is doing. The idea is that we work with companies that want to get user reviews of their products, giving away a few items to registered users in exchange for their promise of writing a review.

Results are starting to come in for our first experiment, where we gave away 10 pairs of mountain-biking gloves from Spenco Cycling. You can take a look at some of the early results here:

Spenco “Trail Pro” glove reviews

Spenco “Heat Wave” glove reviews

I’m not sure if we’re the first to try this, but I think it’s an innovative form of marketing, and fits in well with the “citizen media” model that drives Spenco can tell you how great their gloves are, but that’s nowhere near as powerful as when users of the gloves tell you.

One thing I’m liking about the results is that they are not all positive. Just because the reviewers got free gloves, they’re not holding back when they see something less than perfect. For example, the gloves have little rubber thingies on two of the fingertips (to aid in braking), but several reviewers noticed that these fell off after not much use. Most reviewers so far have given positive reviews, but mentioned this flaw. (That’s good feedback to Spenco to try to improve that detail of the gloves.)

Another cool thing is that the reviewers are posting photos of themselves wearing the gloves. One user even posted two short video clips showing him wearing the gloves and commenting on them.

This not only makes for interesting product reviews, but it also gives Spenco some potential images to use in its marketing campaigns. We plan to do more of these giveaway/product-review promotions on and future websites.

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!