So you’ve activated your brand’s Twitter and Facebook accounts, started posting, and you’re slowly gaining a following – now, how do you spark engagement? A social media contest or giveaway is a surefire way to build hype around your brand. However, some promotions work better than others.
Contests where fans simply have to follow or like to win free swag from your brand are not going to cut it for much longer. They may trigger some temporary buzz, but most likely your promotion will be forgotten shortly after prizes are distributed. In order to really make an impact your contest will have to be more creative and interactive than ever before. Just take a look at these five brands that have mastered pushing the envelope:
Ikea – To promote a new store opening in Sweden, Ikea ran a promotion using Facebook’s photo-tagging abilities. The new Ikea uploaded photos of different showrooms to its General Manager’s Facebook account. The first person to tag themselves on any of the items in the room won that item! People were sharing the photos like wildfire, and Ikea received a boatload of good press from this promotion.
Tony Hawk – Tony Hawk has been running his Tony Hawk Twitter Hunt annually since April 2009. Hawk and his team stash boxes of Tony Hawk swag in different locations around the world, and then tweet pictures of the locations. When one of Hawk’s 2 million+ followers finds it, they tweet a picture of them with their new gear – even more promotion for Hawk!
Corona – Corona launched its “Most Liked” campaign last year. Anyone who liked Corona Light on Facebook had the opportunity to have their picture displayed on a billboard in Times Square! This prize may not appeal to older audience, but for Corona’s target audience of young adults aged 21-29, five seconds of fame in Times Square is a dream. Corona saw a 6,000% increase in Facebook likes for this promotion – I’d say this one was a success!
Jet Blue – In 2009, JetBlue ran a promotion on Twitter that offered 1,000 free round-trip tickets to anyone who followed the hashtag #JB10NY on Twitter and literally followed JetBlue around Manhattan. Similar to Tony Hawk’s Twitter Hunt, JetBlue used Twitter to guide their followers to three different locations where free tickets were available to anyone who arrived with a specific object that was included in the tweet.
Whether it’s a Twitter scavenger hunt or a Facebook photo contest, be innovative with your next social media promotion! Make an effort to engage with your fans, give away something that suits your audience, and don’t be afraid to take some risks!
What do you think? Have you participated in any social media contests? Are there others that you think should be on this list? Do you think contests like these are successful?