Falken Tire's Facebook promotion includes my largest sweepstakes prize to date: A Porsche 911 Carrera
By Guest Blogger, Donna DeClemente, Donna's Promo Talk
Last week I attended the PMA's Annual Marketing Conference which was held in Chicago and I had the pleasure of moderating one of the break-out panel sessions which was called Building Brands through Promotion: Beyond Facebook. The focus was on how to run promotions such as sweepstakes, contests and games through applications on Facebook to grow and engage with fans. I got to meet representatives from three of the top Facebook application companies who joined me on the panel: Mike Nabasny from Wildfire, Jim Belosic the founder of Shortstack and Kelly Lund with Capita Technologies.
At the same time I was working with our client, Falken Tire, in preparation for their largest social media campaign to date tied directly to the Porsche 911 Carerra Sweepstakes which launched on Friday, March 16. Fans can enter for a chance to win the Grand Prize which features a brand new 2012 Porsche 911 Carerra worth $82K by visiting the Falken Tire Facebook page. We built the promotion on the Shortstack app which allows for a non-fan message to be revealed first inviting people to Like the Facebook page if they haven't yet in order to enter the sweepstakes.
At the same time the sweepstakes was launching Falken Tire switched over to their new Facebook Timeline page where we were able to feature the promotion as one of the Application Photo tiles that are featured under the cover photo. The promotion was pinned at the top of their news feed over the weekend as well.
The promotion launch date coincided with the eve of the start of the 2012 season of the American Le Mans Series. Falken Tire is a leader in high performance tire technology for cars and trucks and this campaign's objective is to drive awareness of their Azenis product line and grow and engage with their Facebook fans. The weekend included the ALMS 12 Hours of Sebring race and featured the new Falken television commercial on Sunday, the 18th, which promotes the Azenis tire line. You can view it here.
Falken Tire also partnered with the team at CityVille, the popular simulation and social network game. CityVille reaches more than 48 million monthly users through Facebook. At the same time the Porsche Sweepstakes launched, Falken Tire also introduced this partnership which includes a CityCash Weekly Giveaway awarding daily prizes of $10.00, $25.00, and $50.00 Zynga Game Cards. Also Cityville Players can compete on a Falken-branded racetrack and have an opportunity to earn a Falken themed racecar. Yesterday, we saw a huge spike in the number of entries since Cityville started featuring both the Giveway and the Porsche Sweepstakes on the top of their page.
Andrew Hoit, Falken Vice President of Marketing stated “The growth of this form of social media is just astonishing, and when you add in the inherent value of Facebook and its strong appeal of “Likes,” this program reaches our loyal fans, as well as new eyeballs from consumers who may try our brand for the first time." Currently their fan based is more than 75% male. So I invite all my women friends who also like to drive like me to become Falken Tire fans and let's grow the female percentage a bit!
I'm now working with the Falken Tire team on the next exciting promotion that will be out soon. So stay tuned! I'm so glad to be part of this team.