Our featured Facebook campaigns this week employed a variety of tactics to draw Likes, customers and generate news feed items. Expedia created a detailed vacation contest application to draw in users, IKEA in the United Kingdom uses a battle of the sexes voting system in its new campaign, The Weather Channel is offering a vacation in exchange for photo submissions, and Jennifer Lopez is asking for Likes to release her songs on iTunes ahead of schedule.
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.
Goal: Engagement, Product Purchase, Network Exposure, Page Growth
Core Mechanic: An interactive application allowing users to enter to win one of 13 paid vacations around the world.
Game: The game consists of users selecting from thirteen “FriendTrips” once they’ve Liked the Expedia Page. Users have to enter their contact information and then may invite 5 friends to join them on the trip. The app publishes feed stories to each friend invited, and also publishes a story when you finish inviting your friends on the trip.
Method: The app encourages virality by incentivizing people to invite Facebook friends or get their friends to participate in the app, as well as by giving out 4 $250 cash prizes a day for users who interact with the app, either by rating/adding photos or stories.
Impact: Since up to six feed stories are generated per user, and the promotion is Like-gated, the Expedia Page has grown significantly in recent days. A New York Times story from March 31 showed the Page’s Likes at just under 130,000; today that number was at 153,300 and growing.
IKEA UK’s Peace, Love and Storage
Goal: Product Purchase, Engagement, Page Growth, Network Exposure
Core Mechanic: Through a Facebook-centric campaign, IKEA in the UK is trying to get consumers to talk about whether men or women are “messier,” and then suggest which of their products can help these consumers remedy that problem.
Method: A Facebook application asks users to vote whether men or women are messier. After giving permission, the app publishes the vote to the user’s wall, shows an interactive media interface displaying what other Facebook users are saying about who is messier, and a gallery of IKEA products to help alleviate that messiness. According to a company press release, the campaign allows users to join a debate on Facebook or Mumsnet, and the TV ad for IKEA points back to the Facebook application.
Impact: The IKEA UK Page currently has just under 1,000 Likes, so there’s potential for lots of growth. Because the “battle of the sexes” topic is an engaging theme that people are likely to talk about anyway — especially when it comes to domestic cleanliness — the campaign effectively draws engagement.
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.