Social Media Engagement using Competitions - A Case Study

Many of the brands we manage have a presence on popular social networking platforms, namely Facebook and Twitter. Recently, one of our strategies centred around a competition for Facebook Fans to win tickets to see P!NK live in concert and runners up to win goody bags provided by our clients Marshall Arts. The Facebook Fan Page this competition ran on was already popular with music fans, with the admin regularly posting out information and engaging in conversations with fans.

A dedicated tab for the competition was designed with custom html detailing how the fans could enter the competition and a link to the wall where they could post their competition entry. A seeding campaign was carried out to target P!NK fans on various fan pages and forums. The seeding efforts boosted the number of fans and competition entries within a day. This momentum did not slow; it seemed to snowball until the end of the competition. The interest in the competition did not end there with fans waiting on the edge of their seats and asking for the winners to be announced on the Fan Page. Some of the winners posted photos of their prizes, posted notes of congratulations and thanks and even enquired on future competitions. By the end of the two weeks, the number of fans had over doubled and continued to creep up even after the competition.

This only illustrates 3B Digital’s social marketing stance in developing a rich and engaging user experience to grow a community around a brand.