In April, a Cinco de Mayo-inspired Facebook promotion drove 8,000 new fans and 370,000 active interactions for El Monterey, a frozen Mexican food brand based in Dinuba, Calif. The “Save on Cinco” campaign asked Facebook fans to share their family savings tips within a branded, game-like Facebook app. Other fans interacted with savings tips (by rating, commenting and sharing) to earn points redeemable for BOGOs, branded merchandise and other prizes. All interactions took place within Bulbstorm’s Idea Challenges application for Facebook promotions.
El Monterey’s objectives were threefold:
- Increase fan count and engagement on Facebook
- Raise awareness of their brand leading up to Cinco de Mayo
- Reinforce market perception as a value and family-oriented brand
The promotion was initially supported by a low-intensity PR push to key coupon bloggers via Twitter and e-mail. The word spread rapidly from blog to blog and from forum to forum.
In 48 hours, the brand’s fan page grew by 1,500+ fans and hundreds of coupons were distributed based solely on coupon blogger outreach and virality components within the application itself. After the initial coupon blogger buzz subsided, the brand launched a low-cost Facebook PPC campaign that combined with viral elements within the Idea Challenges application to drive an additional 6,000 new fans to the page. Throughout the promotion, the brand actively promoted the contest to its growing fan page through the use of wall posts, photo albums, etc. It continues to enjoy great engagement on its page as it ships coupons and announces prize winners.
Because the promotion was hosted within a branded interactive game, it created engagement beyond a single click of the “like” button. Over the course of three weeks, the campaign drove the following engagement metrics:
- 8,191 new fans
- 3,886 family savings tip submissions
- 210,144 savings tip views
- 136,329 votes and comments
- 2,500 coupons distributed
- 1,072 publishes to users’ walls
In total, the campaign generated 36.6 million brand impressions and 371,607 active interactions on Facebook alone.
Click here to learn more about Bulbstorm technology for Facebook promotions.
Author: Matt Simpson
