Brand, build and promote a sweepstakes through various digital mediums to help get the MotorWeek name in front of automotive enthusiasts across the United States.
We're unabashed car nuts, so when the opportunity arose to work with our friends at MotorWeek to promote their Ultimate Automotive Experience Sweepstakes, we were beyond thrilled. The Sweepstakes offers entrants the opportunity to win a trip for two to Las Vegas to drive some of the meanest machines allowed on the road through Red Rock Canyon.
TSG was asked to create the Sweepstakes branding and a theme that could be used across the various platforms through which the contest would be promoted. To create the sweepstakes logo, we drew from a few of the more prominent aspects of the grand prize: Vegas, supercars and the stunning Red Rock Canyon. The illustrative style of the logo was eye catching and unique enough to ensure that it stood out regardless of where it was used.
We chose to leverage MotorWeek's extremely dedicated following to drive users to either a microsite or the show's Facebook page to enter for the chance to win. Integrating the campaign into Wildfire - one of the most robust, yet cost-effective social media marketing platforms available - gave us the ability to effectively funnel in leads, focus energy (and budget!) on design features, and have a centralized campaign analytics tool that shows how many people have visited the campaign as well as how many have entered. While we're big on cars, we're even bigger on measuring the success of our client's campaigns, so this was an extremely important feature.
Wildfire's platform allowed us to use custom CSS to customize the entry form and serve this sweepstakes not only through a custom social app on Facebook, but also by embedding it directly into their website using an iFrame. It gave us a ton of flexibility to edit the look and feel of the form and sweepstakes pages, and also allowed us to build a form that would not only collect the right data from the entrants, but also give us the ability to export and analyze that data with ease once the sweepstakes is over.
Along with the branding and the sweepstakes platform, we designed and coded several widgets of various sizes and shapes that could be embedded into any website to solicit interest in the sweepstakes. These widgets are used by MotorWeek's programming partners across the country to help draw their viewers to the MotorWeek site to enter. We also provided a Facebook cover image to draw attention to the app, as well as graphics that MotorWeek used internally in their HTML email newsletter.
At it's conclusion, here's how the Sweeps measured:
- 31,929 visits (761 per day on average)
- 2,279 of the visits came from Facebook, whereas 29,650 visitors came from the microsite
- 8,513 total entries were cast (26% of total visits)
- 7,336 of the entries came from the microsite, versus 1,177 on the Facebook tab
- During the course of the campaign, Facebook likes increased by 1,561 - a 40% boost