Sweepstakes were an especially common feature in our roundup of Facebook campaigns this week, especially user-generated content sweepstakes. Kool-Aid is running a sweepstakes for consumer electronics, Ford’s electric vehicles division is asking people to identify with their green values, Jackson Hewitt wants people to talk about winning with their tax returns in video form and 5 Gum is using Facebook Connect to promote its new flavors and Coachella partnership.
We’ve excerpted two 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.
Kool-Aid Win Back Family Night Sweepstakes
Goal: Page Growth, Network Exposure, Product Purchase, Email Marketing, Engagement
Core Mechanic: Ongoing daily sweepstakes to win electronics.
Method: Kool-Aid’s Win Back Family Night sweepstakes runs February 26 through June 17 and allows fans that Like the Kool-Aid Page to enter to win a series of prizes daily. After Liking the Page users are asked to enter an email, then address, to see if they’ve won; after doing so the sweepstakes apps automatically tells you if you’re a winner. Even if you don’t win one of the daily prizes of a Panasonic Blu-ray disc player, you are still entered to win a weekly grand prize of a Panasonic HDTV, Panasonic home theatre system or disc player. Finally, after entering the user may either share the contest to the stream or print out a 50 cent off coupon for Kool-Aid packets. Users may enter to win daily.
Impact: The Page has more than 734,500 Likes and seems to be popular; when the sweepstakes is mentioned on the Page there are hundreds of Likes and dozens of comments.
Jackson Hewitt’s The Big Check Contest
Goal: Network Exposure, Engagement, Product Purchase
Core Mechanic: Jackson Hewitt income tax preparers are sponsoring a user-generated media contest, The Big Check, asking users to generate videos about how customers can win with the company. Then Facebook users vote on the top 20 videos and Jackson Hewitt selects the final winner on tax day, April 18.
Method: We’ve written previously about the drawbacks of user-generated video contests. The upshot is that these types of contests require a lot on the part of users, and the Jackson Hewitt contest is no exception. Essentially the contest runs from February 25 to April 15; at stake are two checks for $10,000, one for the winner and one for a friend the winner selects. Users generate videos that feature a “Win Win” Jackson Hewitt flyer that users print out via the app and then ask their network to vote for their video. The videos are short, 3-20 seconds.
Impact: The Big Check Page has about 6,800 fans, but Jackson Hewitt made this contest Page separate from its own Page, which only has about 5,300 Likes. So, Jackson Hewitt won’t be able to reap the benefits of these 6,800 fans once the contest is over on its own Page. Thus far there are only 10 entries.
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.