Mystery, charity, Father’s Day, vanity and beer were all subjects of different Facebook campaigns this week that promoted contest and giveaway entries or content sharing in order to increase brand loyalty. 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.
Mattel, Hot Wheels Yellow Driver Mystery
Goal: Engagement, Page Growth, Network Exposure, Product Purchase, Brand Loyalty
Core Mechanic: Team Hot Wheels participated in the 100th anniversary of the Indy 500 and a masked Yellow Driver completed a new world record distance jump. In order to find out who the driver really was, users were directed to the company’s Facebook Page where they could find a YouTube video, Twitter updates, news and even a quiz.
Method: Hot Wheels began to promote the mysterious Yellow Driver before the May 29 record jump. Incidentally the driver, Tanner Foust, was in a four-wheel vehicle and went down a 90-foot ramp to soar 332 feet. Obtaining access to the information on Facebook was Like-gated and the promotion is the landing tab for the Hot Wheels Page.
Impact: The Page currently has about 418,700 likes and the YouTube video revealing the Yellow Driver’s identity has more than 4.3 million views. The campaign produced a spike in Like growth, with the Page adding roughly 18,000 new Likes on May 29th, the day of the jump.
Dog Bless USA Challenge Grant
Goal: Page Growth, Engagement, Charity, Network Exposure
Core Mechanic: Dog Bless You is an organization that celebrates dogs which partnered with explore.org and Iraq and Afghanistan Veterans of America. It’s goal was to offer service dogs for returning veterans for every 5,000 Facebook Likes the Page receives, up to 100 dogs ($500,000) from Memorial Day (May 30) until July 4.
Method: The landing tab on the Dog Bless You Page explains a little about the promotion with a “thermometer” of the number of Likes it takes to reach the top goal. This thermometer lends a sense of urgency to the campaign, encouraging visitors to participate. The IAVA and explore.org Pages are also mentioning the promotion in the stream.
Impact: The Dog Bless You Page is at 205,700 Likes and the total goal is 675,000. The promotion could have been a lot more engaging and dynamic overall. There’s no app, no way to invite friends, no space for comments or additional Likes within the Page tab. And the fact that neither of the two supporting organizations include a tab directing traffic to the Page also hampers the effort. Organizations that collaborate on Facebook campaigns need to ensure each partner is doing its part in terms of 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.