Brands were big on giveaways this week, as Nike, Hyundai and Oscar de la Renta lured fans with free products. Meanwhile State Farm zeroed in on its Latino customers with a specialized Page and Monopoly Millionaires worked to get users excited about setting a world record.
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.
Hyundai’s Coachella Campground Experience
Goal: Network Exposure, Engagement, Product Purchase
Core Mechanic: Hyundai ran a contest giving away airfare, Coachella music festival tickets and $500 spending money for four people, as well as a camping space and car service.
Method: Hyundai ran the sweepstakes on its Facebook landing tab and has since closed the contest. The contest also asks fans to weigh in on a t-shirt contest with Hyundai.
Impact: The Hyundai Page has more than 141,000 Likes and the Coachella music festival giveaway is likely to attract younger users. Because Coachella tickets sold out very quickly this year, brands can offer especially enticing promotions by finding a sold out event, securing some tickets or a VIP package, then targeting ads promoting their ticket giveaway contest to users who Like the Page of the event.
Nike Golf’s Ball Giveaway
Goal: Engagement, Product Purchase, Network Exposure
Method: The promotion was so popular that it was over practically before it began, lasting just a few minutes. The company then had to create two more days of giveaways.
Impact: The Page counts 454,900 Likes, but since the promotion didn’t require users to Like the Page, it’s difficult to estimate how much the promotion added in this sense. The high value of the giveaway was sure to draw a lot of people, but also cause frustration once the limited supply ran out. Nike did well to offer those who didn’t click through early enough a discount code for free shipping on its site, as well as additional chances on subsequent days. This scheduled promotion style gives users time to tell their friends, driving more traffic to the promotion, and also drive additional sales of its merchandise.
Since the giveaway was of such high value, Nike could have Like-gated the promotion. However, this would have irritated users who Liked but then were denied the prize. Some users were also irritated that the promotion was only open to those in the U.S.; Nike could have used the location parameter of the Facebook Page’s update publisher to make the post only visible to those in the U.S. to avoid this problem.
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.