1. Case Study: Cumberland
Farms- Free Chill Zone Day

2. Goals
• Gain Fans: Gain more fans and customers
• Drive Sales: Reach target audience and drive offline sales
&

3. Strategy
• Free Chill Zone Day Challenge Event: Encourage users to reach 50,000
likes on the Cumberland Farms Chill Zone fan page within 22 days in order
to receive a free beverage in return
The Chill Zone is a favorite product from Cumberland
Farms. Using the Chill Zone for a competition was a
great way to promote growth on Facebook.

4. Results
• Goal of 50,000 likes was reached in 10 days instead of 22
• On free Chill Zone Day, 80,000 chill zones were sold. 40,000 were attributed
to the Facebook page
This campaign succeeded in driving
people to Cumberland Farms locations
for the Chill Zone. Pictures of people
enjoying the drink can be found online.
• Cumberland Farms Chill Zone reached 100,000 likes from a 3rd Free Chill
Zone challenge (from 80,000) organically without ads
• Cumberland Farms Chill Zone page has topped 154,000 fans

5. Additional Materials

6. THANK YOU!
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