THE WORK
THE THINKING
A slick responsive microsite with a really simple to enter mechanic - that will go on to be the platform for a TQ ‘white label’ competition engine.
The first instance of this campaign was in market for 4 weeks, and offered the chance to win one of two $10,000 Queensland Escape holidays. Plus, entrants could share their unique url to be eligible to win a GoPro camera.
OBJECTIVE
To grow the client’s email database for ongoing communication.
OUTCOMES
Case Study
CLIENT
Tourism QueenslandCAMPAIGN
The Great Queensland Escapes- TQ's first mobile-friendly competition. Features an incredibly fast & easy entry mechanic.
- Reusable for future ongoing campaigns - seemlessly iframes into www.queenslandholidays.com.au
SUMMARY
The first instance of this campaign was in market for 4 weeks, and offered the chance to win one of two $10,000 Queensland Escape holidays. Plus, entrants could share their unique url to be eligible to win a GoPro camera.
OBJECTIVE
The primary objective of the campaign was to create a reusable, responsive, competition engine - to grow the client’s email database for ongoing communication.
SOLUTION
Taking into consideration the reusability factor, XCOM created a microsite that would seamlessly iframe into www.queenslandholidays.com.au, and would be responsive to views from mobile devices.
The microsite featured full social sharing functionality, and triggered confirmation and forward-to-friend emails.
The TQ 'Great Escapes' campaign was first to utilise this competition engine and will be followed by a second phase in May/June 2013.
RESULTS
- 35,098 Total Entries
- 3,091 Bonus Entrants (for incentive prize)
- 3,272 Email shares
- 7,089 Facebook Shares
- 600 Twitter Shares
- 27,480 New Email Subscribers