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How to Create a Social Contest

About six years ago, I was leading our web marketing strategy and needed to accelerate our digital presence and engagement. So, when everyone was still trying to figure out how to use Twitter for marketing I presented to our marketing team the basic concept and then we brainstormed ideas on what to do. One of the easiest ideas was to virtualize a contest to help drive traffic to our physical event that brought in the most qualified leads. Our marketing message was around making our customers rock stars. So we decided to create a rock and roll trivia contest. Our demographic was 90% male between the age of 25-55 or as I like to call it the Beavis and Butthead generation.

About two weeks prior to the event we posted the contest rules in our community and instructed everyone to follow our hashtag for the event as well as the event sponsor hashtag. Each day we would post a rock and roll trivia question and those who answered it right would be put in for a drawing for a prize at a particular time at the event. One requirement was the attendee had to be present at the event. The results were amazing and even those who weren’t attending the event were participating in the trivia questions and tweeting regularly the hashtags that drew interest from other attendees who were following the sponsors hashtag. The end result is we had hundreds of entries and people lined up at 1pm Wednesday afternoon at the event to see who won the prize.

What we didn’t realize at the time was we essentially hijacked the twitter board with engagement and participation that the vendor was thrilled with. This is just one and simple example of bridging online and offline events participation. We would later expand on this and actually create a “Black Ops” program to intentionally take over twitter messaging and content creation for events but in a good natured and humorous way that even our competitors could participate in and have fun.


Filed under: Collaboration Marketing Strategy, Community Engagement, Community Strategy, Marketing Strategy, Omni Channel Marketing Strategy, Social Media Tagged: Bridging the gap between physical and virtual marketing
, How to create a social contest, Increase virtual engagement with social contests, Omni Channel Marketing Programs, Omni Channel Marketing tactics and strategy, Social Engagement for Physical Events

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More Stories By Brace Rennels

Brace Rennels is a passionate and experienced interactive marketing professional who thrives on building high energy marketing teams to drive global web strategies, SEO, social media and online PR web marketing. Recognized as an early adopter of technology and applying new techniques to innovative creative marketing, drive brand awareness, lead generation and revenue. As a Sr. Manager Global of Website Strategies his responsibilities included developing and launching global social media, SEO and web marketing initiatives and strategy. Recognized for applying innovative solutions to address unique problems and manage business relationships to effectively accomplish enterprise objectives. An accomplished writer, blogger and author for several publications on various marketing, social media and technical subjects such as industry trends, cloud computing, virtualization, website marketing, disaster recovery and business continuity. Publications include CIO.com, Enterprise Storage Journal, TechNewsWorld, Sys-Con, eWeek and Peer to Peer Magazine. Follow more of Brace's writing on his blog: http://bracerennels.com

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