By Guest Blogger, Donna DeClemente, Donna's Promo Talk
Happy New Year to all the Lipsticking readers. I hope you enjoyed the holidays. I am glad to learn that our leaders finally passed a bill late yesterday to avert us all from going over the fiscal cliff. Now hopefully we can all move on and get some work done without this hanging over all our heads.
My business did well in 2012 and I'm hoping for continued success in 2013. I've been reading many of the year end predictions and trends and trying to look into my crystal ball to figure out how it will affect me. If you read my posts on a regular basis you know that my business focuses on assisting clients with running promotional marketing campaigns, such as contests and sweepstakes, on various different platforms. The services I provide are a combination of both my marketing and my legal and regulatory knowledge. So keeping up with what's new and current, as you can guess, is not an easy job.
We ended the year assisting a client with a pretty straight-forward holiday promotion on Twitter that ended up not so simple. It was for Sandals Resorts (official sponsor, Unique Vacations) which was titled "12 Days to Engage Sweepstakes". It launched on 12/12/12 and ran through Christmas Eve. The promotion theme was to celebrate the most popular time of the year that people pop the question and get engaged.
Beginning on 12/12/12, these two Twitter pages, @SandalsResorts and @WeddingMoons, tweeted out a destination wedding and romance themed question each day leading up to Christmas Eve. Participants were invited to answer the questions using the hashtag #12DaysofSandals to be entered into the sweepstakes for a chance to win a daily prize that ranged from beauty products and gift cards to the grand prize, a six-day/five-night Sandals Resorts WeddingMoon, the ultimate destination wedding and honeymoon!
The client came to us at the last minute to create the rules. So we scrambled to get them created and approved as quick as we could, and the sweepstakes officially got under way on December 12. Here's the official first tweet:
Both Twitter pages were posting tweets of those that had entered and sharing their love stories. Then by late morning on December 14 we got a call from our client asking what they should do with the promotion in light of the tragic event that was taking place in Newtown, CT. I myself had just been reading the news online trying to grasp what was really going on. Our advice to Sandals was to follow the rules and continue with the sweepstakes, but tweet about it as little as possible. We advised them that they did not have to post the names of the winners of the daily prizes and to wait a day. So they posted this tweet and then went quiet for the rest of the day:
I had told our client that they were not alone and I was sure that there were many other holiday promotions running in which marketers needed to act in real time and make adjustments. We pray that we never have another event as horrific as what happened in Newtown that day. However, I will assume that we will have many other current events that will occur in 2013 as they did in 2012 that will affect the best laid marketing plans. This is something that can't be taught, but rather a part of our humanity that we need to let guide us.
Overall the promotion turned out to be a huge success. The sweepstakes hashtag #12DaysofSandals actually was trending on Twitter a few days later that week which is a big deal! The grand prize winner has been chosen and were still in the process of confirming their eligibility, so they should be announced very soon on Twitter. Stay tuned.
Again, I wish you all a very happy and successful 2013. Let's continue to pray for all those that have lost loved ones and their homes this past year. Hopefully 2103 will be filled with more peace and joy then sorrow.