Brands used everything from coupons to nostalgia to recruit Likes on their Facebook Pages this week. Pizza Hut gave out coupons, while Domino’s Pizza gave out free pizzas with a side of nostalgia, then there were sweepstakes for guitars, cars and vacations from Clearasil, Super8 and Cost Plus World Market.
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 over 100 other featured campaigns by top-performing brands and businesses on Facebook.
Pizza Hut’s Get Your P’Zone
Goal: Page Growth, Brand Loyalty, Product Purchase
Core Mechanic: A coupon application on the Page allowing users to receive a discount on the company’s P’Zone product.
Method: Users who visited the Pizza Hut Page during the past week were able to use a branded application to make an order on the company’s website and then receive $5 off that order. The Page was Like-gated for users who wanted to receive the discount on the pizza and the company also offered customers the chance to receive coupons via email or text message.
Impact: The Page shows good growth last week during the offer, jumping about 130,000 Likes, according to AppData.
Domino’s Pizza Noid Shootout
Goal: Page Growth, Brand Loyalty, Product Purchase, Engagement
Core Mechanic: An arcade-style game on the Page that promises free pizzas to the highest scores and then awards coupons, publishes feed stories and adds people to the company’s email lists when the game is over.
Method: The arcade game’s premise is that the company’s old mascot stole 10,080 free pizzas and is set to award those pizzas to the users with the highest scores. The game is basically just shooting pizzas, easy to play in other words, and when it’s over users who do not win are offered coupons for other free food. Then they are prompted to enter their email to receive those pizzas, being added to the company’s email list in the process, and publish a feed story announcing their win.
This campaign has another angle, however, since it incorporate Domino’s Pizza’s older mascot, Noid. The arcade-style game and old mascot trigger nostalgia, and users win free food just for taking the trip down memory lane, even if they don’t win the game. Plus, users can return to play multiple times, increasing engagement.
Impact: The Page grew by about 109,000 Likes in the past week according to PageData. That means probably more than 100,000 users Liked the Page as a result of the game, and the many news feed stories published by game reached even more users.
How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.