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  • Escape Travel — Upsize The Prize
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THE WORK

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THE THINKING

A purpose built Facebook app that incentivised and encouraging user sharing by ‘upsizing’ the grand prize based on the number of competition entries. Added more than 10,000 new email subscribers and almost doubled Facebook Likes.

The campaign delighted existing and new fans with the chance to win an all-expenses trip to New York – with a twist! The final prize up for grabs was entirely dependent on the number of people that entered the competition. The more entries, the more deluxe the final prize became.

OBJECTIVE

To grow the client’s email database for ongoing communication.

OUTCOMES

52,981 Total Entries
33,654 Total Shares 20,373 via email 11,725 via FB 1,556 via Twitter
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Case Study

CLIENT

Escape Travel

CAMPAIGN

Upsize The Prize
Total entries: 52,981 Total shares: 33,654 (20,373 via email; 11,725 via Facebook; 1,556 via Twitter) New Email Subscribers: 10,258
  • Increase in Facebook page fans of 196% since launch.
  • A weekly prize draw, status updates and triggered emails propelled campaign engagement and recurring interactivity.
  • User sharing drove the campaign reach far wider than the small supporting media spend could achieve on its own.

SUMMARY

A purpose built Facebook app that incentivised and encouraging user sharing by ‘upsizing’ the grand prize based on the number of competition entries. Added more than 10,000 new email subscribers and almost doubled Facebook Likes from 22,033 to 43,270.

OBJECTIVE

The primary objective of the campaign was to grow the client’s email database for ongoing communication.

SOLUTION

Taking into account the primary objective, a Facebook-based campaign that drove interaction and growth across their entire combined email and social media community. Called Upsize the Prize, the campaign delighted existing and new fans with the chance to win an all-expenses trip to New York – with a twist! The final prize up for grabs was entirely dependent on the number of people that entered the competition. The more entries, the more deluxe the final prize became – encouraging and incentivising considerable user sharing of the campaign.

RECURRING INTERACTIVITY

A weekly prize draw, status updates and triggered emails propelled campaign engagement and recurring interactivity during the course of the 6 week campaign, while the user sharing drove the campaign reach far wider than the small supporting media spend could achieve on its own.

CAMPAIGN COMPONENTS:

  • Purpose built Facebook App
  • Launch email to Escape Travel email subscribers
  • Two re-marketing EDMs to Escape Travel email subscribers
  • Purpose built back-end viral engine with triggered email functionality
  • Viral emails sent from the back-end system from competition entrants inviting their friends to enter the competition
  • In-store promotional window signage in all Escape Travel stores
  • Tailored Facebook ads running for the duration of the competition
  • Two External EDMs sent promoting competition
  • Escape Travel homepage peel back banner for duration of competition
  • Banner in all Escape Travel Emails promoting competition
  • Online real-time reporting dashboard for client to monitor results
  • Press tag of competition featuring in numerous national newspaper publications

RESULTS

  • 52,981 Total Entries
  • 19,830 Unique Entrants
  • 20,373 Email shares
  • 11,725 Facebook Shares
  • 1,556 Twitter Shares
  • 10,258 New Email Subscribers
  • Increase in FB likes of 196%, FB Likes pre comp: 22,033. FB Likes post comp: 43,270