Irish Spring Sweepstakes

CHALLENGE:
Well-established and recognizable among consumers, Irish Spring wasn’t exactly a startup company hoping for that initial spike in user traffic. Rather, it was an industry heavyweight looking to supercharge its launch on Facebook.

GOAL:
The objective was to leverage an exciting sweepstakes to draw more visitors to the Irish Spring Facebook page, with the ultimate goal of increasing user “likes”.

SOLUTION:

Executed in partnership with VML, the Irish Spring Adventure Sweeps was integrated as a tab application on the Irish Spring Facebook page. The sweepstakes featured a grand prize adventure trip to Ireland for two.

Visitors were required to click the “Like” button on the Irish Spring page in order to enter the contest. Once past the like gate, they were offered a short personality quiz. Based on their answers to the fun questions, the users were presented with one of four adventurer types: Pub-Hopper, Sportsman, Explorer or Rock Star.

A leaderboard displayed the percentage of total users who fell into each category, and options to share the app and personal quiz result were only a click away. There was also a custom-built, multi-friend selector that allowed users to post on their friends’ Facebook walls to invite them to be their travel companion.

RESULT:
The Adventure Sweeps was a month-long campaign that saw a spectacular jump in user numbers. Compared to the average engagement pre- and post-campaign, the daily Facebook likes during that month were 12 times higher.

When the contest completed, the total number of likes had increased by a factor of six.