Photo and video contests were popular on our roundup of featured Facebook campaigns this week. Virgin America, PetSmart and Tourism New Zealand each used a variation on that theme. Meanwhile, film director Peter Jackson used his official Facebook Page to promote a film not due out until next year, Warner Music is set to create a virtual world for one of its featured artists and a Tblisi, Georgia-based bank is using Facebook to engage its customers when they’re out of the store.
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.
Virgin America’s Flight for Chicago
Goal: Page Growth, Engagement, Network Exposure, Charity, Brand Loyalty, Product Purchase
Core Mechanic: A photo and video contest that users can enter to both win free airfare and donate money to cancer research.
Method: The One Trick Pony-designed promotion is Like-gated and allows users to participate either by voting or uploading photos and videos in line with the Flight for Chicago Challenge. As part of Virgin America’s upcoming new daily flights to Chicago O’Hare International Airport from Los Angeles and San Francisco, the airline is trying to get customers involved in the “fight” to bring more affordable airfare to the Chicago area.
Users may share media that promote “rising above the ordinary” or showing they are not “featherweight flyers” to receive a two-for-one offer on the chicago flights, but Virgin America will also donate $5 per entry to Stand Up To Cancer, a cancer research organization. The winner will fly on one of the inaugural flights between Chicago and the new destinations and there are 10 additional winners. The promotion lasts until May 11.
Impact: There are about 100 entries so far, not bad since the promotion just opened up last week. The Virgin America Page has about 92,000 Likes so far. This particular promotion is a great combination of entering to win a prize, but also being able to make a charity donation, and is an example other campaigns could emulate.
PetSmart’s Just Doggin’ Around Photo Contest and Sweepstakes
Goal: Engagement, Network Exposure, Page Growth, Product Purchase, Brand Loyalty
Core Mechanic: The Just Doggin’ Around Photo Contest and Sweepstakes allows users to submit photos of their dogs, use their networks to get friends to vote for their photo, and have a chance to win prizes.
Method: The contest is Like-gated, so users first must Like the PetSmart Page, then submit photos of their dogs caught “doggin’ around”, with a brief description to enter the contest. Entrants may win a daily drawing, one of 9 runner-up prizes or the grand prize. The runner-up prizes include gift cards, pet apparel or a dog makeover, the grand prize is a four day, three night trip to Miami, Florida where your dog can stay at a per spa, plus a cash prize and more merchandise. Daily winners win $50 gift cards to PetSmart.
Perhaps one of the best things about this campaign is that the branding is wound through and through the contest. Not only with the prizes, the Like-gating of the promotion, but also the promotion directs users back to PetSmart services, such as providing grooming tips for your dogs (PetSmart provides this service. When a user participates in the promotion a feed story with a thumbnail is published to the stream.
Impact: The Votigo-powered promotion ran from March 28 through April 24, the Page’s total Likes recently numbered 245,6500 and entries total about 10,100. Multiply that 10,100 by the network exposure every time someone voted or uploaded a photo and PetSmart likely received a lot of exposure for their money on this particular 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.