FYE Generates Off-the-Chart Engagement with Lollapalooza Promo
Media Logic put its experience designing effective Facebook promotions to work for FYE and co-op partner EMI Music, and boy, did we rock it! FYEGUY’s “Make Me The FYE VIP” contest plugged into the excitement surrounding Lollapalooza 2011 with a custom post-a-video-and-vote promotion that really got people talking … and sharing.
Post-a-video-and-vote promotions can generate huge traffic and engagement. But they can fizzle when the passion for the promotion is just not there. For example, a recent post-a-video promotion by Dunkin Donuts, all about the coffee with no co-op tie-in, triggered a dismal video entry rate of just 2 out of every 100,000 DD likers. FYE on the other hand generated 2 video entries for every 1,000 likers – that’s 100x better than DD. And those videos pulled in more than 7,000 total visits to vote.
What does it all mean in terms of ROI?
Conservatively, the “Make Me The FYE VIP” contest generated 500,000 media impressions at a cost of .06¢ per impression. And that’s before adding in the long-term media value of the nearly 8,000 new likers FYE attributes to the promotion.
Three factors driving success – design, design and conversation management
The outstanding performance of the “Make Me The FYE VIP” is the result of three related factors: strong promotion design, solid application design (the agency created a simple entry from that included an easy to mimic “for example” video) and a proactive influencer outreach program.
Media Logic’s FYE Conversation Manager really pulled out the stops on this one. She made great influencer contacts and drove a huge number of RTs and status updates across the Facebook ecosystem, including two promotion-focused updates on the popular Lollapalooza Facebook fan page.
Congratulations Wade Shields, and enjoy your days at beautiful Grant Park in Chicago, courtesy of FYE.
