Earlier this year, I had the pleasure of working on a promotional sweepstakes campaign for one of our clients, Sun Tan City. We wanted to create a digital marketing campaign that rewarded one of the Sun Tan City Facebook fans, and we thought something one of their fans would want is a year of free tanning. So that’s where we started.
This company already has a large set of brand loyalists, and their social media fans are very active. Their social properties have turned into a go-to for all things tanning. Users go to the properties for customer service, but also to interact with each other on how to get the best tan, their favorite tanning products, and to learn about indoor tanning specials Sun Tan City is currently offering.
Through feedback from the fans, we determined they would love the chance to win a year of free tanning, and boy were we right.
In the first night, we had over 500 entries and they kept rolling in.
This campaign was a coordination of several of our LEAP teams. The Media + Marketing team helped drive the campaign concept, the Creative team created visually appealing advertisements and the customized Facebook application, and the Architect + Build team developed a Facebook application that was both easy-to-use and efficient. Through the integration, we created a product that not only drove a 42% increase in the number of Sun Tan City Facebook fans, but also captured over 2,000 new email addresses.
All in all, it was a successful campaign, but it was also a blast to execute. My favorite part, by far, was the day I got to make the announcement on who won the free year of tanning. It truly is better to give than to receive!