Contests with different types of prizes were utilized by a rental car company and TV networks this week to recruit and engage fans. 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.
Alamo Rent A Car’s Make Your Escape
Goal: Page Growth, Product Purchase, Engagement
Core Mechanic: A sweepstakes that awards users a vacation.
Method: By Liking the Alamo Rent A Car Page, users may enter for a chance to win $5,000 towards a vacation this summer. The contest runs until August 29 and the contest asks users to join the company’s mailing list, and also gives entrants a chance to earn rewards if they are already members of the company’s club.
Impact: The Page has about 32,200 Likes so far, but could have probably grown more by publishing a feed story when a user entered the contest. Overall this is a good contest because it does provide a prize, and gives customers and those who are members of the company’s rewards club extra chances to win, thus promoting brand loyalty.
National Geographic Channel’s Remembering 9/11 App
Goal: Network Exposure, Engagement
Core Mechanic: An interactive map users may use to add a location and tell the story of where they were during 9/11.
Method: The National Geographic Channel launched this app to accompany the channel’s “Remembering 9/11” programming that begins at the end of the month, August 28. The app is available in nine languages, across the world; it allows users to invite friends and publishes a feed story after the user completes their information.
Impact: The National Geographic Channel’s Page has about 551,300 Likes and the Remembering 9/11 app is a tab on the Page with just under 200 stories uploaded in just a few days. The app does well by publishing a feed story, although a user needn’t Like the NGC’s Page to use it. The app is both engaging and related to the company’s content, yet, the app itself does not reference the upcoming coverage, thus just using the app may not get a user to watch NGC’s coverage.
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.