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In partnership with RED client, OK Tire, the Ultimate Road Trip scavenger hunt was launched on June 25, 2010. The popular contest, accessed through a specially designed website, asks participants to collect photos from a list of items and upload them on the site. After they’ve finished hunting down the (sometimes silly) items and submitting their photos, they can share their photo on Facebook for an extra entry.
While typical methods of online advertising were employed in the marketing of this contest – paid media like banner ads and Google ad words – it was RED’s ability to harness the power of Facebook that has proven the most fruitful. Over 65% of traffic to the contest site has come directly from the social networking site. But it’s not just the quantity of referrals that proved interesting. Users directed to the site from friend referrals spent over three times as long on the site.
The popularity of the contest and the high rate of site traffic is directly related to the success of this campaign. Our goal was to position the Pirelli P5 touring tire as a great option for summer driving this year. Users have equated the excitement – and success – they feel from participating in the scavenger hunt with the OK Tire brand in general and the Pirelli P5 specifically.
Social media is not just about finding the right audience and throwing your message into their space. Users want to engage with content. They want to create and control it. Rather than proclaiming to your customers that your brand is fun, social media encourages them to discover the fun for themselves and to participate in a community that they have a hand in building – and that your brand is a big part of.
Visit roadtrip.oktire.com and try out the Ultimate Road Trip scavenger hunt today.
And to see what the right social media strategy can do for you, contact RED.
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“Thank you so much for the contest. My family and I are having a blast going through old photos and going out looking for new ones. Some of these pictures have not been looked at in years and it’s great researching together for new places to go. This contest made me dust off the old camera and revive an old hobby I used to absolutely love. It got put aside as life took over but now it’s back, look out.”
-Email from Contestant
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