Contests, giveaways and free downloads were what the brands on our weekly roundup of Facebook campaigns used to grow their Pages and gain network exposure this week.
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.
HP Envy’s Edge of Glory Contest
Goal: Page Growth, Brand Loyalty, Network Exposure
Core Mechanic: A photo and video contest wherein users share content that shows how they live on the “Edge of Glory,” like the Lady Gaga single.
Method: After uploading their photo or video, users can publish this fact to the stream. The more votes they get, the closer they are to winning prizes such as headphones, gift cards, Lady Gaga merchandise, a computer and more. And what’s different about this contest is the average voter also has a chance to win outside of being a grand prize winner.
Providing prizes for voters and entrants encourages participation across the board, and will likely make it easier for entrants to rally their friends to vote, greatly expanding the contest’s reach as users are prompted to share on FB and Twitter whenever they vote.
Impact: The voting prompt is somewhat vague, which in a way allows more people to participate, but can also discourage entries. Thus far the Page has 596,300 Likes and about 230 entries, so it seems to be pretty successful nonetheless.
Stella Artois’ DVD Giveaway
Goal: Page Growth, Brand Loyalty, Network Exposure, Product Purchase, Engagement
Core Mechanic: A Like-gated trivia contest.
Method: After a user Likes the Page, they are prompted to answer a question related to a film from a DVD being given away by Stella Artois on the Page. After a user answers the question, they are prompted to provide both their phone number and email address in order to enter to win a chance to win either one free DVD or a collection of 40. Then users have the chance to share the contest to the stream.
Impact: This contest is much easier to enter than others because all a user has to do is enter their email and phone number, plus, they’re doing it in the context of answering a fun movie trivia question about a movie they presumably like. The Page currently has more than 25,700 Likes and will probably continue to grow through the life of the contest.
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.