Contests once again were a key way that some brands sought out and engaged fans on Facebook this past week. First Alert (a maker of fire alarms) is giving away a trip to Chicago to bring attention to fire safety and prevent catastrophes such as The Great Chicago Fire, and online video site VEVO is giving away music-related prizes such as iPods and concert tickets as the Page marches towards 2 million Likes.
You can see the full week’s coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of over 100 other featured campaigns by top-performing brands and other organization on Facebook.
First Alert’s The Great Escape Sweepstakes
Goal: Page Growth, Network Exposure, Brand Loyalty, Public Service Announcement
Core Mechanic: First Alert is the maker of safety equipment like fire alarms and is promoting a sweepstakes in conjunction with Fire Prevention Week and Fire Prevention Month. The sweepstakes offers as a grand prize a trip to Chicago, where the Great Chicago Fire took place.
Method: The sweepstakes is wound into the brand and the purpose for the brand’s products. The company’s Director of External Affairs, Debbie Hanson, told us that the main point was to try to make something important like safety messaging fun. “It’s always a struggle to come up with how to make safety exciting,” Hanson said, noting that the principle goal of the campaign was Page growth, and that First Alert’s Facebook community enjoys a straightforward sweepstakes. The campaign has also had a good response in terms of sharing and network exposure.
“We are really finding that Facebook is becoming increasingly important to bring people into the space for us,” she added, noting that post views since the campaign began are up 90%.
Impact: The Page grew past 6,000 Likes since the promotion began and about 700 people were mentioning the Page last week, that number is up to 1,300 today. Overall the prizes aligned well with the goal of the contest and this appears to be a useful strategy for organizations trying to get out public service announcements. PageData shows dramatic growth over the past few days, since the contest began.
How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.