Zero to 17,000+ fans in one month
That’s what Tostito’s Race to the Bowl Facebook campaign succeeded in doing. The concept was simple. Get the most rabid, dyed-in-the-wool fans to compete against each other for the chance to win a $100,000 scholarship for their school. We created a Facebook ap that collected fans’ info, a short paragraph about why they should be selected, and a photo showing their school spirit. Two teams were selected a few weeks later, and they began a cross-country challenge that started in NYC and ended at the Tostito’s Fiesta Bowl on game day. Throughout the challenge, they were filmed and wrote updates about their experience on the Facebook fan page.
We’re all thrilled with what resulted. Here are the raw numbers.
- 17,779 people became fans of the Facebook page
- 56,531 page views
- 39,477 unique visitors
- 597 wall posts
- 1098 entries with photos for the contest
- 1925 entries to the contest were shared with a friends
Recipe for Success
Give your users value
Aside from the $100k, which is admittedly a clear value to a user, Tostitos had high entertainment value. This challenge took a high degree of planning and logistics to pull off. They put a lot of resources into making very polished, well edited videos on the page. We made the process as seamless for the user as possible so that their content could shine through.
Join your community
Facebook was a natural fit for this promotion. The demographics were right on target, since Tostitos was looking to pull in mostly current and recent college students. The first big spike on the fans chart above happened after the schools were announced. When the page first launched, Tostitos had to cast a somewhat wide net with their ad placement. After it was announced on Dec. 7 that Ohio State and University of Texas were the two competing schools, Tostitos refined their ad target down to just current and alums of those schools. Hello! Spike in traffic immediately.
Status is king
The next big spike in traffic can be brought attributed to status updates. Once the race began, the page lit up with new content on a very frequent basis.This created news feed items gave fans a reason to come back to the page. We updated the graphics and content at every step of the contest to let users know what the latest stage in the game was. Engagement. Engagement. Engagement.
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Kevin, nice case study. It looks like you guys were able to generate some significant engagement with the program. And I’m selfishly please to see that the Team Texas won as I’m alum that bleeds burnt orange.