MEC social media created a Facebook milestone quest or game for Albert Heijn's 125th anniversary that emphasized the supermarket's rich heritage. By hiding letters in historical facts posted as Facebook milestones, MEC challenged fans to solve the word "winkel" and create a slogan to win a prize. Albert Heijn shared daily hints about the quest, driving traffic to its Facebook page. The quest resulted in significantly higher pageviews and repeat visitors compared to averages, with the anniversary page visited over 29,000 times by Albert Heijn's 108,000+ fans in under two weeks. In total, 750 people participated by submitting slogans.

1. MEC social media 2012
Creative concepts & content |
Facebook
Case: Facebook
Client: Albert Heijn

2. Tell me and I will forget,
show me and I may remember,
involve me and I will understand
Confucius, social since BC 450

3. Our challenge
How can we celebrate Albert Heijn’s 125 years anniversary with our Facebook
fans in a unique way and at the same time emphasize on Albert Heijn’s rich
heritage on Facebook.

4. Making creative use of Facebook milestones
Facebook only very recently introduced ‘milestones’ for Pages which makes it
possible to add historical facts on a brands Timeline. MEC social created a
milestones quest or game (speurtocht) for Albert Heijn’s fanbase.
We optimized Albert Heijn’s heritage content and hid a letter in some of the
milestones. The total of these letters formed the word winkel (store) and we
challenged the participants to create a slogan in order to win the prize.
Albert Heijn shared a daily hint by posting to their Facebook wall and created
conversation about the quest and more importantly Albert Heijn’s rich heritage.

6. Results

7. Great results
1. The anouncement of the quest (speurtocht) resulted in 14
times more pageviews compared to the average pageviews;
2. Almost half of the people returned a second or a third time to
Albert Heijn’s Facebook page that same day;
3. With a fanbase of +108K, the designated 125 year anniversary
wintab was visited over 29K times in less than two weeks
time;
4. In total we received 750 applications from participants.