Hitting Digital Campaign Success on the Chin
So Interactive has just completed another successful digital campaign for long standing client, Ocean Basket. The Mad Selfie competition was a resounding success and further proves that the best campaigns for food and beverage clients incorporates in-store activities with digital, mobile engagement paths.
So Interactive provided the mobile, digital platform and drove key social media advertising for overall campaign awareness. Once consumers got in store they were further prompted by clear communications placed on table talkers. From there it was up to the fans to pick their favourite crazy chin postcard from their table, snap a selfie, uploaded it to the app and enter the competition.
To continue the cycle of communication and multiply the engagement value of the user generated content, entrants were encouraged to share their Mad Selfies and get their friends to vote for them and to also enter the competition. Further strengthening the longevity of the brand esteem generated through the competition, fans, new and old, where encouraged to subscribe to the Ocean Basket database, strengthening another channel which continues to give positive returns for brand and retail activity.
"Our strategy behind the Mad Selfie competition was to close the loop between digital and offline engagement. The competition had to drive customers in-store to achieve brand esteem, brand messaging and support retail goals. The big question in digital is always qualitative verse quantitative fan engagement. We've found that if we introduce an in-store element to any competition or major brand event we always receive an increase in genuine brand advocacy and a decrease in competition chasers on digital channels. It also results in higher quality sharable content," says Darren Mansour, Digital Director at So Interactive.
The competition garnered 10 000 new fans on Ocean Basket's primary social media platform, Facebook. The Mad Selfie app was utilised by over 50 000 users, brought in a total of 8000 individual entries, was viewed by a total number of 53 000 unique visitors and generated over 5000 new database subscribers. In short, So Interactive hit the Ocean Basket digital campaign objectives on the chin.
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