March 10, 2015 Leave a comment
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.