##CHALLENGE

Newfoundland Tourism’s advertising agency, Target Marketing, and Westjet teamed up to encourage people to learn about and travel to Newfoundland. They wanted to deliver a compelling offer to generate buzz, capture customer data and attract new fans to Facebook and Twitter.

AWARDS

Cannes Lions International Festival

Winner: Best use of Social Media Marketing in a Promotional Campaign

Tourism Industry Association of Canada (TIAC)

Winner: Social Media Initiative of the Year

ATOMIC (Strategy Magazine)

Bronze

Hospitality Sales and Marketing International (HSMAI) Platinum and Gold Winner: Digital Marketing Single

##SOLUTION + STRATEGY

Newfoundland is famous for being half an hour ahead of every other city in Canada, so they gave away a trip to Newfoundland every half hour in a 24-hour period to a random winner who had provided their contact details on the contest page. Both Westjet and Newfoundland and Labrador Tourism needed a platform that would create the best impression of their brands for potential visitors.

Using Strutta’s Sweepstakes PRO package and custom services, Newfoundland and Labrador Tourism was able to:

• host the promotion to fans on both their Facebook Page and on WestJet’s
• customize data capture fields so they could contact people after the promotion
• automatically pick a winner at random every 30 minutes and post the results to a leaderboard

Strutta’s Sweepstakes PRO package offers a high level of flexibility for brand customization, sweepstakes management and data capture. The very specific winner automation feature was added-on as a custom request.

The built-in social sharing and social analytics tools gave them enough leverage to generate a high degree of buzz and insightful metrics. All partners emailed their existing customers and scheduled Facebook and Twitter posts to support the promotion.

##RESULTS

The sweepstakes averaged 10 entries per second, generating a tremendous level of activity and viral sharing on Newfoundland & Labrador Tourism’s Facebook and Twitter channels.

In a single day:

• Nearly 900,000 customer leads captured
• Newfoundland & Labrador Tourism doubled their Facebook fan count
• WestJet logged 7,000 new Facebook Likes (+12%)
• “That was the best contest EVER on Facebook!!!” - a Facebook fan