A Battle for the Title of Fastest Growing Entertainment Brand Rages Between FYE, Amazon and … Eddie Bauer?
FYEGUY and Amazon.com Music & TV have been fighting for the title of fastest growing brand the last few weeks on the Media Logic Top 10 Facebook Retailers list.
FYEGUY held the top spot (in terms of percentage growth) for the week ending 5/30, building Likers on the back of two strong back-to-back Facebook promotions. Amazon.com Music & TV bested the mall chain last week with a Liker-threshold contest that offered a big Father’s Day discount on “ESPN Films: 30 for 30 Limited Edition Collector Set” if the site attracted 32,000 fans (which it did). And then this week, FYEGUY moved back ahead with a hot Lollapalooza promo.
However, this week also saw Eddie Bauer beat both entertainment retailers at their own game with a music giveaway sweepstakes that drove a Liker spike of almost 16 percent.
Beyond this CD/DVD battlefield, sweepstakes have been ruling the last days of spring, with Ann Taylor, Williams-Sonoma, Sears and Fashion Bug all gaining big numbers with simple Like-and-enter contests. Pier 1 Imports appears to be breaking new ground with its “Flip Flop Fridays” Facebook Places promotion. Father’s Day also proved a big attractor, with Sears, Tommy Bahama, Walmart and the aforementioned Amazon Movies & TV all gaining fans as they pumped wall offers.
Outdoor retailers Gander Mountain, Bass Pro Shops and Cabela’s continued to be top 10 performers through 6/13, though only Gander Mountain made it to Media Logic’s 6/20 list.
Notably, Kirkland’s again appeared at our list’s bottom, both in terms of absolute numbers and fan engagement – its post-“Cha-Ching” hangover yet to let up. The lesson here seems to be, though Kirkland’s proved Likers could be bought cheap, cheap Likers are hard to engage.
You can see Top 10 Facebook Retailers Lists from past weeks here and here.