In this week’s look at interesting new marketing campaigns on Facebook, Redbox used a Facebook application to draw in fans while Westfield Valley Fair used discounts and Places check-ins, Equinox gyms used photos and MET-Rx nutritional supplements went with video.
Redbox’s Movie Awards Facebook App
Goal: Fan engagement; network exposure; Page growth; sales growth.
Core Mechanic: Facebook application that allows a user to select their own winners for movie award shows, then publish their choices to the stream.
Method: The Movie Awards Facebook App, located on the Award Show tab,allows users to make their own movie award picks, invite friends to play, and “compete” with movie critics to receive a “score” once the shows air. The app is sponsored by Orville Redenbacher’s Gourmet Popping Corn and people who win through the app may be eligible for a free year of movie rentals, in addition to the app’s badges that are awarded for different app actions. For example, locking in your selections garner you the “Golden Lock” badge, which then posts to your stream. The Movie Awards app runs from the Critics’ Choice Movie Awards on January 14, through the Golden Globes on January 16, to the Oscars on February 27.
Impact: According to our PageData tool, Redbox has added more than 13,000 Likes this week alone, leading up to the first actual awards show that forms part of the app.
Westfield Valley Fair
Goal: Drive actual sales at physical stores; network exposure.
Core Mechanic: Rewarding fans with discount coupons when they use Places to check-in to the Westfield Valley Fair mall in Santa Clara, Calif.
Method: Working with Fan Appz’s Places integration, Westfield Valley Fair began to offer coupon discounts to patrons who checked into the mall. By checking in fans can unlock coupons to different stores located within the mall. Fan Appz’s software allows users to change these offers regularly.
To see the rest of campaigns, check the Cases section of Inside Facebook’s The Facebook Marketing Bible.