As a way to get generate more traffic to their website, Food Republic has been very busy running different sweepstakes from their Facebook page and different contests through Twitter. For these social media marketing efforts they target their site readers and men 25-35+ who don’t consider themselves as foodies but are interested in food as a way to compliment their other lifestyle interests.
Each of their efforts in social media are targeted towards driving more likes and followers while also engaging deeper with their fans on what they are doing editorially. In past Facebook sweepstakes they have given away items that they have covered in their weekly editorials. For their Twitter contests they have raffled off tickets to events that they host.
In a recent sweepstakes campaign of theirs they resulted in gaining 1000+ new Facebook likes including more engaged followers on Twitter. The results from the sweepstakes allowed Food Republic to take products and events that their audiences were already interested in and provide them with a means of obtaining those objects. This also allowed them to be more engaged with their online community through all of their social networks.
As leaves are falling and the smell of fire places roam the air, people prepare for fall to come. This year from September 22nd through September 28th Zipbuds became prepared for the Fall by running a week long sweepstakes called the ‘Zip into Fall Sweepstakes’. The winner of this sweepstakes was announced on September 29th and received an iPod Nano.
Primarily promoted on Facebook with the help from Wildfire’s App Platform, Zipbuds targeted Facebook users including anyone who was interested in music accessory products. Participant were also allowed to enter the sweepstakes through Twitter. With an average of 276 entries per day during the week, the targeted audience responded greatly and became very involved in the campaign. The main goal of this campaign was to gain Facebook follows and likes while also compiling a mailing list for future e-newsletters. As the campaign came to an end Zipbuds had received 559 new likes on Facebook from that week alone and totaled a number of 1,929 entries.
Throughout the week, the team at Zipbuds made sure to do daily promotions on all of their social networks including the team’s personal Facebook profiles and Twitter accounts. They even included their families in the sweepstakes and asked them to promote on their own social accounts also. Also, they promoted on various different Facebook pages, tech blogs, and forums. Their goal was to keep the campaign on the radar so they showed up on the top of newsfeeds. Along with all of the promoting, the sweepstakes was also the landing page for Zipbuds Facebook page. This allowed any new people that came to the site to be aware of the sweepstakes. One of the last tasks they did was encourage their fans to like their Facebook page before entering the contest.
Zipbuds remained very persistent in promoting the campaign and stayed consistent in sending messages out. When they started the campaign they already had a great circle of supporters with many of their own contacts that helped them to promote the campaign. They wanted to get the sweepstakes out there online to let as many people as they could know about it. The business was greatly impacted by the results of the sweepstakes because it grew their mailing list allowing them to have more leads for their products. There have been more and more people interacting on their website who are excited about future giveaways. Because Zipbuds products are only sold on their website, the use of social media had expanded their reach to people.
Christmas is a special time of year for people all around the world, and it is also a great time of year for businesses to promote their products. During a duration of 12 weeks from October 2010 to January 2011, ZAGG ran a 12 Weeks of Christmas Campaign as their way to ‘give back’ to their fans. Throughout the 12 weeks they gave away iPods, iPads, iMacs, gaming systems and many other tech-related products to 78 different winners totaling to an amount of $24,000 given away.
The targeted participants of this campaign were Facebook and Twitter users. In order for the participants to earn an entry into the giveaway they first needed to submit their e-mail address. By having their participants do this, ZAGG was able to build up a mailing list for their e-mail marketing later on. Once the participants submitted their first entry, they had the opportunity to post about the giveaway on their Facebook page and on Twitter to share with all of their friends and followers. Doing this allowed them to enter in the giveaway two more times giving them a better chance of winning one of the many prizes. Additionally to gaining more entries by sharing with their friends, fans were also allowed to enter the giveaway each week the campaign was running.
The success of this campaign came from all of the fans that were involved, continuously sharing with their friends on Facebook and Twitter and sharing links that would take them to the landing page of ZAGG.com where their friends could easily enter the giveaway again and again. Throughout the 12 week period of the campaign the contest was shared 339,885 times on Facebook and 213,242 through Twitter, including coverage from a few small blogs. With a total of $24,000 worth of prizes given away they also received a 452% jump of fans on their Facebook page during those 12 weeks.
Twitter campaigns can be interesting if the brand running the campaign knows what they are doing. One campaign ran on Twitter was run by Turkcell, a Turkish telecoms company who was trying to promote their new smartphones bundled with internet. The purpose of the campaign was to create awareness among the people who use the internet daily that would be interested in the product and spreading the word about it. The campaign was full of post-its, games, and a lot of tweets.
The campaign was generated towards Twitter users because that is where they noticed most people like to spend their time, and it is also an easy way to get messages out to the public. They also knew that heavy internet users tend to avoid banner advertising so they decided to create a live competition that would hopefully catch many user’s attention, and that is exactly what it ended up doing.
The first step they took was getting a gift box to put the phones in then decorating it with many sticky notes that had various different sayings on them. Then they used a live video feed and asked users to start uncovering the box by tweeting what the sticky notes said using the hashtag #Turkcelltweet. By using Twitter connect, tweeters were able to log into the company’s mini site to participate in the on going competition. As soon as more and more sticky notes started to uncover the box, the company started writing their campaign messages on the remaining sticky notes. The tweeters participating then voluntarily started to retweet those messages to all of their followers.
Throughout the competition, in order to keep things interesting, the company would play many games including pictionary, trivia, and word puzzles. The winners of these games played won mobile minutes and mobile data packages. Once it finally came down to the very last row of sticky notes, the company asked the tweeters to get the messages retweeted by a celebrity. Whoever was to do so first with each message was to receive one of the phones bundled with internet inside the gift box.
The competition ran for 7 days only three hours each day. During the duration of the contest they received 56,734 tweets under their hashtag and during just the first day they topped the trends list in Twitter and remained there for the next eight days. Many people joined in the fun including many celebrities with a huge amount of followers which resulted in their little tweets being spread out to over 3.6 million tweeters. This campaign generated a lot of buzz about how innovative and how much fun it was to participate in. Twitter campaigns can be difficult to master but Turkcell did a very good job at it. The uniqueness of this contest is the reason why so many people became interested in participating.
Daily people are on Twitter tweeting about something during their day that has irritated them. All those people probably think that their tweets are going unheard, but not with Edge Shave Gel around!
What is the worst thing that can happen in the morning? Waking up with no cereal. That is what happened to fellow tweeter, David Berkowitz. He was so irritated after finding out he was out of cereal that he went to Twitter to share his dismay. Probably thinking his tweet would go unheard, Berkowitz was surprised to find Edge Shave Gel had sent him enough cereal to last for a very long time.
“I am still eating the cereal they sent to me, so the positive brand association continues,” says Berkowitz.
Since the Anti-Irritation campaign started in September 2010, Edge Shave Gel has shared their random acts of kindness with 234 tweeters giving out everything from iPads and computers to YouTube videos of dancing pandas, in an attempt to make someones day. In only three months they had gained 1,500 Twitter followers.
The voice of Edge Shave Gel on Twitter is @EdgeShaveZone, a team of two who would seek, respond to, and relieve irritation for tweeters that used the #soirritating hashtag. Katie Facada and Kevin DeStefan worked full time monitoring tweets of irritations in a room they call “the Zone”. Focusing on the tweets was a full time commitment in order for the campaign to be effective. They wanted to interact with tweeters in real time instead of having to wait for client approval. To avoid being boring, Katie and Kevin kept their tweets honest, conversational and real.
During the campaign the team members came up with many interesting ideas to help people lower their irritations. For instance, one lady tweeted that she is tired of her husband not putting in his hearing aids. Well they could not send him hearing aids and there was no way make the husband turn on his aids, so they sent the wife a megaphone. Another woman tweeted that she had voices in her head that were speaking Spanish. Edge responded to that by sending here and English/Spanish dictionary.
Sometimes there were tweets that just could not be solved, but the team realized it’s not the prizes that count, it’s the thought. “A lot of
times we didn’t even have to give out prizes to solve irritations,” DeStefan says. “We had one computer programmer, she tweeted us saying that it was so irritating that she was having to program for old browsers. And obviously we really couldn’t do much about that irritation, so we sent her a video of a dancing panda, and that made her day.”
Before the #soirritating hashtag was created Edge set up a Hootsuite to find the most irritated tweeters and surprised them by offering them solutions. As soon as people became more familiar with the campaign, the Edge team was able to start tweeting timely conversation topics like “What love songs are #soirritating?” for Valentine’s Day, or “What Halloween candy is #soirritating?”.
Designing the campaign on Twitter promoted the brand and also built on top of what Twitter followers have always been doing, complaining. “We picked Twitter because we noticed that a truth about Twitter was that people were always talking about how irritated they were about things, and we have a product that matched that truth, which was anti-irritation, so that was a good place for us,” says Katie Facada.
Mountain Dew started something completely unique in 2010, Dewmocracy. Dewmocracy is a campaign empowering users to chose between three new flavors they had come up with. At the end of voting, the new flavor was selected and became a permanent flavor in the Mountain Dew Family.
At the beginning of the campaign Mountain Dew started out with seven experimental new flavors. They then took applications from fans saying why they should be chosen to test out the new flavors. 50 applicants were selected. These applicants were sent test kits of the seven flavors in which they had to record their reactions to each of the flavors.
Out of those seven flavors it was then narrowed down to the three most favored flavors, and each of the 50 applicants were then divided into three different groups, called the Flavor Nations. Their next job was to go out to communities and promote their flavor. The three flavors competing were Distortion, Typhoon and White Out. The flavor voted best by the public was to become a permanent part of the Mountain Dew product line.
Flavor Nations were responsible for everything that went into promoting a new flavor. They named it, designed it and even did all of
the marketing. As soon as the three flavors were put out for consumption, the three teams fought aggressively for eight weeks to promote their flavor. Each nation had their own Twitter and Facebook accounts to help spread the word, they even started on a cross country journey to encourage mountain dew fans to vote on their favorite flavor.
Mountain Dew put 100% of the power into the Flavor Nations to control the direction, marketing and branding of the respected flavors. In the end, it turned out to be one of their best campaigns and gained plenty of attention. Fans appreciated the fact that it was in their hands to choose what they wanted. Towards the finale of the campaign, White Out was chosen as the new Mountain Dew flavor. Whiteout was chosen for the people, by the people.
This campaign engaged users and reinvented the brand name Mountain Dew. People would frequently talk about which flavor they liked best, post it on their favorite social media network, and even blog about it. In turn, this helped Mountain Dew’s Dewmocracy campaign become viral, and a social media hit.
FOR THE PEOPLE, BY THE PEOPLE!
Dewmocracy Campaign Statistics
726,803: Mountain Dew Facebook fans
2,858: DEW Labs Facebook fans
2,957: Channel views on DEW Lab’s YouTube channel
19,010: Mountain Dew Twitter followers
582: Followers of “Distortion,” winner of Twitter race for Flavor 231
1,014: Followers of “White Out,” winner of Twitter race for Flavor 493
398: Followers of “Typhoon,” winner of Twitter race for Flavor 509
Based on consumer votes
White Out- 44%
In 2010 Groupon came up with a new campaign that would put one individuals life on hold for an entire year, The Live off Groupon Campaign. Many applicants sent in videos saying why they should be chosen to be the Groupawn. This was such a risky campaign that Groupon even announced that people shouldn’t apply for this because it may be dangerous, but the $100,000 prize given at the end of the year kept people interested.
Josh Stevens was the lucky, or unlucky, winner of the campaign. Groupon took away all of his belongings including his credit cards, and even confiscated his apartment, and only left him with a suit made of groupons, a laptop, a mobile phone, and a camera. During his year long adventure Josh was only able to use Groupons as his only type of currency. This meant from meals and activities, to hotel accommodations and travel arrangements must all be paid for only using the Groupons he was given.
“The beauty of the ‘Live Off Groupon’ marketing program is the fact that every single time Josh uses a Groupon he has to explain what it is and how the website works,” said Julie Mossler, Groupon’s spokeswoman. “So if you think about it, every time he want to have a meal or trade a Groupon so he has somewhere to sleep, he has to explain how the site works and the ins and outs of Groupon.”
The idea of this campaign was to reach out to non-believers or to people who have not heard of Groupon before. Stevens talked directly to potential customers and tweeted and blogged about his experiences to keep followers up to date. Along his journey he also did many interviews and appeared on the Today Show.
Before the campaign Groupon
had 66 markets
was used in 1 country
saved 190 million dollars
After the campaign Groupon
has 500+ markets
is used in 46 countries
has saved 2 billion dollars
has 12,000 fans on Live Off Groupon fan page, growing by hundreds weekly
has 2,200 Twitter Followers
“[This] helped get them some press but, more importantly, [it] helped increase their brand’s personality [of being] fun, creative, and current,” said presentation/communication specialist Constance Dunn. “Gimmicky promotions, the more out-there the better, are excellent and cost-effective ways to increase awareness. But always make sure the gist of the contest squares with your brand.”
Throughout his journey, Stevens received a ton of support from fans following him on his blog, and the campaign attracted many to become Groupon members.