Dear 711

The winning photo by Oliver Dionela

To my readers, do you remember the Pepsi Number Fever Scam during the 90s? Or how about the more recent Wilyonaryo fiasco in Willie Revillame's Wowowie? These are well-known promotional flops that has taken our country by storm. Now, another promotional flop is about to unravel.

I am writing out of disappointment for the results of your Ticket To Ride Facebook promo. I saw the winning entry taken by a certain Oliver Dionela and I can't help but revolting in my computer seat upon seeing it. I decided to read the mechanics of your contest again and here's what I saw:

3. Upload a photo of yourself in any form of transportation on the wall of 7-Eleven Philippines. Your "ride" can be a car, a bike, pedicab, jeep, horse, etc. You can get creative!

- From the General Mechanics of the 711 Ticket To Ride Facebook promo

Any contestant who is reading this portion of the mechanics will generally have a notion that the entries required for the promo will have to be creatively shot. That is why most of the contestants decided to really give their best in taking photos of their entries. I looked back at the various entries and their are a lot of other eligible winners in the contest that should have been picked. Why were they not chosen?

Non-winning entries by Michelle Salazar (left) and Tuesday Tagaza (right)

Non-winning entries by Froilan Holganza (left) and Janice Pinto (right)

Now, reading the mechanics, it became implied to me that the results were chosen through a random draw with a DTI representative present. However, there is no part in the mechanics that explains this. We should have been informed that the winner will be drawn in this manner. Because all along we were thinking this is a contest that is objective in terms of judging. In fact, there should have been a panel of judges using a rubric or a pre-determined set of criteria in choosing the winning photo. But there is none. The entire details of the judging process is vague to all the contestants. The only mention of the judging process is this quote right here:

10. Grand Draw will be held on 5 January 2011, 3PM at Philippine Seven Corporation’s promo agency, Global Procurement Inc’s (GPI) office located at Unit 2402 88 Corporate Center, Valero cor. Sedeno Streets, Salcedo Village, Makati. The draw will be witnessed by a DTI representative.

I wish your company would have been more objective and informative in choosing the winners of your promo. Because if this practice will continue, nobody will have the trust and confidence to join future contests promoting your company, let alone continue patronizing your products. They might even think of going more frequently to other stores like this one.

To the Department of Trade and Industry (DTI), I hope the mechanics of the draw had been reviewed prior the approval of the permit given to 711 to conduct this promo. This shows laxity in your part as well as the lack of consideration to the possible outcomes and consequences of this promo. In a time when government is seeking better public service, this is not a good precedent.

In the end, all I need is a fair and just rejudging of the winners. Thank you 711!