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  • BoysTown — Upgrade Your Life
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THE WORK

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THE THINKING

XCOM have designed, built and are promoting the 'Upgrade You Life' campaign microsite on behalf on BoysTown. This is the first of a three phase acquisition and brand awareness campaign, running between September and December 2014. BoysTown has been helping people upgrade their lives for over 50 years, so now XCOM and BoysTown are giving everyone the chance to 'Upgrade Your Life' with this free and easy to enter competition.

SUMMARY

XCOM produced a responsive microsite with a really quick and easy to enter mechanic, plus an incentivised share game, where entrants can spin to win more entries every day. The first phase has launched with the chance to win a $1,000 Flight Centre voucher, and the prizes increase in value through phases two and three.

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Case Study

CLIENT

BoysTown

CAMPAIGN

Upgrade Your Life
  • Easy to enter competition microsite, with three changing phases running through to the Christmas period
  • Campaign supported by media placement - with media production by XCOM
  • Lucky winners will be drawn by XCOM, and receive a $1,000 Flight Centre voucher in October 2014; a $2,500 Wesfield voucher in November 2014 and a $5,000 cheque in December 2014

SUMMARY

XCOM have designed, built and are promoting the 'Upgrade You Life' campaign microsite on behalf of BoysTown. This is the first of a three phase acquisition and brand awareness campaign, running between September and December 2014.

BoysTown has been helping people upgrade their lives for over 50 years, so now XCOM and BoysTown are giving everyone the chance to 'Upgrade Your Life' with this free and easy to enter competition.

BACKGROUND

Launching in September 2014, this first phase of the competition offered entrants the chance to win a $1,000 Flight Centre voucher.

Timed to coincide with BoysTown's Prize Home draw 440, our triggered entry confirmation email promoted a cross-sell to buy tickets for that prize draw.

Phase 2 opens in October 2014, with a $2,500 Westfield voucher up for grabs, and runs in conjuction with BoysTown's next Prize Home draw 441.

Our final phase runs through November and December 2014 - aligned with BoysTown's major Christmas Prize Home draw, and offers a $5,000 cheque to 'Upgrade Your Life' just in time for Christmas.

XCOM are producing a range of media (banner display advertising) to support each phase, with media placement and a planned 'Career One' campaign tie-in for the final phase.

KEY FUNCTIONALITY

  • Easy to enter with a fun, simple, spin to win game (incentivised share mechanic)
  • Competition promoted by XCOM on behalf of BoysTown; including terms and conditions, compliance with ACMA privacy policy; state permit authorisations; media production (display advertising); sourcing prizes and drawing winners
  • Social share functionality via Email, Facebook, and Twitter
  • Triggered emails for entry confirmation and forward-to-friend sharing, plus Remarketing and Launch emails for subsequent campaign phases
  • KPI dashboard for reporting entrants and sharing behaviour