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Good Earth Sweepstakes Promotion
RF leveraged social media to increase brand buzz.
Objectives
- Launch national "Good Earth Giveaway" Sweeptstakes to build awareness for Good Earth Coffee and Tea
- Tie to Earth day with a "big give" theme, inviting socially-conscious consumers to enter to win $10,000 in cash and donate $10, 000 to a charity of their choice
- Build direct connections with online community focusing on sweepstakes enthusiasts, moms/lifestyle users and charities.
Program
- Leverage Twitter to build one-on-one conversations with potential coffee lovers and direct them to Good Earth.com
- Locate top contest/sweeps and mom-focused Twitter handles and monitor coffee/tea conversations via Tweet Deck
- Communicate message of environmental and economic benefits of "brewing at home" directly to influencers
Encouraged national charities to reach out to their supporters via Facebook, personal blogs, and Twitter
Results
- Over 26,000 Twitter followers received sweepstakes information including Oprah Radio Host Daryn Kagan(1,200 followers), and Twitter celebs SavvyAuntie(6,774 followers) and freebie4moms (2,444 followers)
- Over 12,000 Facebook fans received sweepstakes information through charitable partners like March of Dimes (12,000 fans) and The Trust for Public Land (550 fans)
- Over 3 Million online impressions to date including MarchforBabies.org, About.com,GreatCashContests.com, MindfullySimple.blogspot.com, SweepstakesLovers.com and SweetiesSweeps.com
- New media efforts increased site traffic to Good Earth sweepstakes page by up to 70 percent
