Contiki - "Get on the Bus" Facebook Contest

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Contiki Vacations, a leader in travel for 18-35 year olds, was looking to generate awareness and purchase intent for the Contiki brand during the critical travel-booking season. …

Contiki Vacations, a leader in travel for 18-35 year olds, was looking to generate awareness and purchase intent for the Contiki brand during the critical travel-booking season.

To reach the younger target audience of Contiki and capture the vibrant personality of the Contiki brand, while at the same time emphasizing the key selling points of the exciting excursions Contiki offers, Affinitive (a member of the Facebook PDC program) developed "Get On The Bus", a fun and engaging contest application that ran within Contiki's Facebook Page.

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  • 1. “Get on the Bus” Facebook Contest
  • 2. Summary
    Contiki Vacations, a leader in travel for 18-35 year olds, was looking to generate awareness and purchase intent for the Contiki brand during the critical travel-booking season.
    To reach the younger target audience of Contiki and capture the vibrant personality of the Contiki brand, while at the same time emphasizing the key selling points of Contiki tours, Affinitive (a Facebook PDC program member) developed "Get On The Bus", a fun and engaging contest that ran within Contiki's Facebook Page.
    The contest encouraged fans to create their own "virtual" tour bus (complete with a personalized bus name and 'story'), choose their trip (from one of eight Contiki destinations), invite and fill up their bus with four Facebook friends, then campaign for votes for a chance to win a trip of a lifetime worth up to $25,000.
  • 3. Summary
    Affinitive leveraged the Facebook platform to provide a level of personalization not found in typical online promotions, which added an exciting game-like element to the contest. In additional to showing the average age and gender breakdown of the passengers on the bus, each buses' "personality" was displayed through an interactive experience that incorporated the music, movies, likes, and interests that passengers had in common via their Facebook profiles.
    Bus pages also included Facebook comments for bus-mates to communicate and strategize during the voting period, as well as Like buttons and sharing tools to "get the word out" about the promotion across their social graphs.
  • 4. Creative Samples
  • 5.
  • 6.
  • 7.
  • 8. Traffic Statistics
    • 172,000 Visits
    • 9. 127,000 Unique Visitors
    • 10. 516,000 Page Views
    • 11. 2:51 Time Spent Per Visit
  • Application Statistics
    • 116,000 Monthly Active Users
    • 12. 5,400 Total Registrations
    • 13. 28,300+ Votes Cast
    • 14. 1,580 Total Buses
  • Application Reach Statistics
    Shares, Likes, and Tweets
    • 8,100+ Contiki Holidays Page Likes (US)
    • 15. 4,900+ Bus Shares
    • 16. 15,000+ Bus Likes (during voting period)
    • 17. 800+ Twitter Shares
    In addition to growing the US fan base by 8,000, Contiki GOTB messaging was shared with users’ social networks nearly 5,000 times, with the average Facebook share receiving 55 interactions (Likes, comments, or clicks.)
  • 18. Application Reach Statistics
    Impressions
    • 2,422,000+ Like button Impressions
    • 19. 392,000+ Share impressions
    • 20. 6,750,000 estimated feedback impressions (2nd generation)
    • 21. 200,000+ estimated Twitter impressions
    First generation viral reach impressions exceeded 3,000,000 through Facebook and Twitter, and nearly 10 million including second generation impressions. Reported numbers only include recorded and estimated impressions of GOTB sharing, and does not include other means of contestant promotion such as YouTube videos, social bookmarking, organic link sharing and email.
  • 22. Campaign Results
    • 10,000,000+ Estimated Online Impressions
    • 23. 172,000 Visitors | 516,000 Page Views | 116,000 Active Users
    • 24. 5,400 Contest Entries | 28,000 Votes
    • 25. 5,000+ Shares
    • 26. 10,000+ Google Search Results
    • 27. 500+ Conversations on Twitter and Blogs
  • Brand Awareness Lift
    • 25% lift in mentions of Contiki (versus previous 6 weeks)
    • 28. 64% lift in mentions on Twitter
    Contest Start
    Keyword Cloud – All Media during contest
    Post Volume during contest – GOTB and Contiki
  • 29. Sentiment Shift
    Contiki experienced a 24% lift in positive mentions during the contest period
    Positive
    Negative