EndLESS Summer Sweepstakes
Overview
The objective was to engage consumers across various social networks during the Back to School season. The tactic was a multi-faceted sweepstakes incorporating multiple social platforms and exciting product prize packs.
Strategy
The Endless Summer Sweepstakes was a 10-week campaign that encouraged users to register, connect their social profiles, and earn entries into the grand prize for their engagement with social media posts and in-store. The more a person participated, the more chances they had to win.
Paid media amplification and traffic from Staples-owned assets drove traffic to the sweepstakes and ultimately it surpassed previous benchmarks for impressions and engagements.
To participate, consumers would register at the promotion microsite and allow access to the various social channels. To earn additional entries, consumers could like Staples on Facebook and follow Staples on Twitter, Instagram, Pinterest and/or YouTube to earn entries. Subsequently, consumers could participate in daily and weekly actions and challenges featured on a “Dashboard” to earn even more entries. Some examples of these actions are Tweeting about the promotion, sharing it on Facebook, checking in at Staples stores, playing an instant-win game which revealed various numbers of entries, commenting on social media posts, creating a Pinterest board, etc.