Friday, April 29, 2011

PetSmart's Facebook Photo Contest

Photo and video contests were popular on our roundup of featured Facebook campaigns this week. Virgin America, PetSmart and Tourism New Zealand each used a variation on that theme. Meanwhile, film director Peter Jackson used his official Facebook Page to promote a film not due out until next year, Warner Music is set to create a virtual world for one of its featured artists and a Tblisi, Georgia-based bank is using Facebook to engage its customers when they’re out of the store.

Below is a recap of PetSmart's campaign:

PetSmart’s Just Doggin’ Around Photo Contest and Sweepstakes
Goal: Engagement, Network Exposure, Page Growth, Product Purchase, Brand Loyalty

Core Mechanic: The Just Doggin’ Around Photo Contest and Sweepstakes allows users to submit photos of their dogs, use their networks to get friends to vote for their photo, and have a chance to win prizes.

Method: The contest is Like-gated, so users first must Like the PetSmart Page, then submit photos of their dogs caught “doggin’ around”, with a brief description to enter the contest. Entrants may win a daily drawing, one of 9 runner-up prizes or the grand prize. The runner-up prizes include gift cards, pet apparel or a dog makeover, the grand prize is a four day, three night trip to Miami, Florida where your dog can stay at a per spa, plus a cash prize and more merchandise. Daily winners win $50 gift cards to PetSmart.

Perhaps one of the best things about this campaign is that the branding is wound through and through the contest. Not only with the prizes, the Like-gating of the promotion, but also the promotion directs users back to PetSmart services, such as providing grooming tips for your dogs (PetSmart provides this service. When a user participates in the promotion a feed story with a thumbnail is published to the stream.

Impact: The Votigo-powered promotion ran from March 28 through April 24, the Page’s total Likes recently numbered 245,6500 and entries total about 10,100. Multiply that 10,100 by the network exposure every time someone voted or uploaded a photo and PetSmart likely received a lot of exposure for their money on this particular promotion.

No comments: