Sullivan Tire Ultimate Road Trip Sweepstakes
The Opportunity
With over 60 Auto Service locations throughout New England, Sullivan Tire and Auto Service was looking for ways to expand their reach and grow their customer base throughout the region. They had already leveraged a number of promotional channels in the past including email marketing and were looking for a new, more effective strategy. They wanted to engage more customers through social media and set a goal of having 10,000 Facebook fans by the end of the summer. Building a geo-targeted campaign was also essential as all of their services are only offered in New England.
The Approach
Social Contests strategized with Sullivan Tire to come up with an exciting and engaging Facebook giveaway. The campaign would run throughout the summer months so giving away the Ultimate Summer Road trip including a $500 gas card, GPS and $100 Sullivan Tire gift card fit the criteria. Social Contests built a like-gated campaign around the prize theme that was visually engaging to users. Sullivan Tire promoted the contest through a number of already existing channels. An entry form was created to capture relevant and helpful information including name, email address, and state of residence. This would allow Sullivan Tire to not only grow their Facebook fan base through the required “like to enter” but also capture a large number of new email addresses for their list and monthly newsletter. Social Contests was also able to geo-target the campaign encouraging only those located in New England to enter. Recognizing that mobile users are becoming more and more frequent, Social Contests developed a mobile optimized version of the campaign to encourage more entries via mobile devices.