The Maxol Group sponsors a lot of amazing festivals around the country every summer – Indiependence, Groove, and Daytripper to name a few. We work closely with Maxol during the summer months promoting the festivals and producing festival related content for use on their and the promoter’s social media accounts. This year, there’s a new festival in the mix, and for that we decided to do something really special.
The Irish Maritime Festival 2015
Drogheda Port plays host to Ireland’s largest annual maritime, food and music festival. There are many exciting things at the festival, but the highlight has got to be the flotilla of tall ships that will sail into Drogheda to kick off the festival. As a major sponsor, Maxol was able to get exclusive family passes for this tall ships experience, which wasn’t open to the general public. The lucky winners would get to sail in the sunrise aboard a tall ship and become part of the festival headliners. You gotta love it when you’ve got a prize to give away, the likes of which no money can buy!
Promotional App For Facebook
For such a highly coveted prize there had to be a suitable mechanic. I find I’m saying it more and more, but when it comes to running promotions on Facebook, the only way to run them where there is a return for the promoter, is to run them with an app and gather emails. In this case there is an exchange between the consumer and the brand: I’ll give you my email address in exchange for the chance to win a prize. Once you’ve got the email, you then have permission to market to them and you can get away with more salesy stuff than you would on social media.
The main prize for the Maxol Maritime Festival app is the family experience, but a number of tickets to the festival are also being given away. This gives fans numerous reasons to enter.
Daily posts that promoted the prize redirected fans to the app, where they had the choice to opt into email updates from the Maxol Group.
Other posts promoting the festival were also posted daily and Maxol got involved in the chat around the festival.
This strategy worked really well. A huge amount of people entered the competition through this app, with a whopping 88% unique entries!
Of these unique entries 76% gave email permission. A lovely result.
Over on Twitter @theMaxolGroup had two sets of tickets to give away. We decided to go with a simple but effective Follow & Retweet mechanic. This helped to reach new followers and promoted the festival itself. A win-win situation!
Similar to Facebook, Maxol had daily chat and banter around the festival. This increased awareness of the competition to new people and introduced the Irish Maritime Festival to current followers.
These tweets resulted in over 500 engagements (i.e. not just retweets)! Considering only two were promoted that’s pretty good.
With each retweet new potential customers were exposed to the other competitions Maxol regularly runs on its Twitter.
This promotion was a great way to kickstart the summer of Maxol festival promotions.
It helps when you have a memorable prize, but it also helps when you’ve got Brightspark on the case to come up with imaginative conception, and delivery follow through.
If you feel like you could benefit from similar creative thinking and fun competitions, why not get in touch? Our vast experience with social media means we can advise you on what will work for your audience, and help you to achieve your objectives..
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