In a recent effort for our client Brunswick, LoSasso kicked off the Wii-a-Day Giveaway in September. This effort was primarily supported by the launch of a new social media presence for Brunswick on Facebook, YouTube and Twitter, developed by LoSasso’s interactive division. While the giveaway continues, the response has been so strong, we couldn’t resist sharing a few key results to-date.
Our primary strategy for the giveaway has been online promotion, but point-of-sale materials in the bowling centers has worked alongside online efforts to boost participation as well. Pre-registration promotion was sent through Brunswick’s Bonus Zone email marketing database. Communications promoted the coming contest and new social media pages, encouraging “fanning” and “following” to be in the know about contest details, winners and general happenings.
Since launching the program three weeks ago, Brunswick has amassed more than 11,000 active Facebook fans and over 100,000 entries into the giveaway. The program has also generated several thousand new opt-ins to Brunswick’s e-mail couponing program the Bonus Zone, more than 3,000 direct coupon downloads for immediate discounts on bowling and over 4,000 requests for more information on Brunswick’s new Wii Bowling Clubs – a core objective of the initiative.
The giveaway continues through the end of October, but so far results indicate that Brunswick’s first venture into social media has found a highly receptive audience. If you are interested in learning more, here are a few links to check out – and while you’re at it, why not enter to win!
David Fabbri is VP of Creative and Integrated Strategy at LoSasso Integrated Marketing, a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands.