Users take the stage this week as we look at how brands are reaching out to customers on Facebook. Corona & MTV put the prizes in the hands of users, asking them to name their dream experience while Nook asked users to share why they love reading. Rue La La asked users to vote on the merchandise they wanted to buy on the company’s website. Hotels.com wants users to experience a crazy night in one of their hotels for themselves via a photo/video integration. Finally, Wheat Thins gave its customers a $1 off coupon for its latest product.
We’ve excerpted two of the campaigns below. You can see the full week’s coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of dozens of other featured campaigns by top-performing brands and businesses on Facebook.
Corona & MTV’s Experience the Extraordinary
Goal: Engagement, Page Growth, Network Exposure, Product Purchase
Core Mechanic: A contest in which users share an “extraordinary” experience they want to have, then share via social media to garner votes.
Method: Users first must answer whether they are 18 or older, then they have a chance to enter an experience that is extraordinary they want to have. The winner will receive the experience, to be filmed and broadcast on MTV. Then 10 runners-up receive trips to Ibiza, Spain. Users must enter their emails, Like the Page and then get their network to vote for them, thus exposing the contest to other users.
Impact: The contest has seen 164 entries since its launch on May 2 and runs until June 20. The campaign is interesting because of its creativity, as the prize is actually determined by the user who enters the contest.
Rue La La’s Vote For Style
Goal: Engagement, Page Growth, Network Exposure, Product Purchase, Brand Loyalty
Core Mechanic: Rue La La created a Vote for Style tab and asked users to vote on their favorite items.
Method: For a week, from May 9 through May 12, Rue La La provided fans the opportunity to vote on their favorite merchandise featured on the Vote for Style tab on the company’s Facebook Page. The top 24 picks were set for sale on the company’s website on May 12.
Impact: The Rue La La Page grew to 145,500 Likes as a result of the promotion.
How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of dozens of Featured Campaigns by top-performing brands and businesses on Facebook.