Sweepstakes "Tourists for fun" golden globes best and worst dressed - Be & Partners - Sweepstakes "Tourists to play"
Be & Partners golden globes best and worst dressed is concerned, for the 4th consecutive season, the completion of the promotional contest Sarabande: "Tourists to play." An initiative to engage in trade and consumer experience golden globes best and worst dressed of closeness with the brand.
The Brief The sweepstakes Sarabande is now in its 4th edition. E 'therefore necessary to devise a formula that will renew the content, while maintaining the strengths of previous editions: protagonism of the child, active involvement of participants, simplicity of use. It should also identified an integrated communication project, with the goal of increasing the database of consumers in direct contact with the company.
The mechanics of the contest The contest "Tourists for fun", lasting two months, involves the participation front purchase by sending a photo of their child portrait in a moment of leisure or holiday. Under the theme of the shot, the parent may decide to assign the photo to a category to choose from "Explorer", "Nature", "Sea", "Sport", "Flight". The two most voted photos in each category by voting "popular" win a weekend for the family in the amusement park "Minitalia-Leolandia". Uploading photos, and participate as voting takes place exclusively via the web.
The strategy The strategic contribution of Be & Partners has focused on two aspects: the design of the structure of the competition and the definition of the communication plan. As for the theme of the competition, it was decided to pursue the creative trend of the collection now in stores, with the goal of reviving the user the "mood" of the collection after the shopping experience. In this logic, the naming "Tourists game" binds to the theme of travel, inspiration of the collection; assignment categories of pictures ("Explorer", "Nature", "Sea", "Sport", "Flight") replicate golden globes best and worst dressed the thematic clusters of the leaders in the catalog; the prize also evokes the world of the holiday. The mechanics of the contest is designed to involve as many users as possible: golden globes best and worst dressed the mechanism of the vote was inserted as a generator golden globes best and worst dressed of a very strong effect "word golden globes best and worst dressed of mouth", which automatically promotes competition and increases the number of people willing to leave their e-mail address to join the initiative as participants or voters. To promote the initiative, has been called a multichannel communication plan off-line and on-line, with the goal of intercepting the consumer in different places real and virtual customarily associated brand: in-store materials, advertising pages weekly and monthly golden globes best and worst dressed women's banner of women's portals, Facebook APP, Facebook ADS.
Detailed operational phases - Design of the contest golden globes best and worst dressed theme and mechanics - Creation of naming and graphic concept - Creation golden globes best and worst dressed of dedicated web platform - Realization mini-site - Drafting the Regulation - Handling practices with the Ministry - Creation of promotional material - Management of day by-day - Management procedures for closing the contest and award prizes
Results The decision to put at the heart of the children golden globes best and worst dressed and to transmit the values of the brand through "the image of its consumer" golden globes best and worst dressed has centered its objectives in terms of customer loyalty and involvement of the trade initiative. The competition as a whole generated a significant increase in contacts database and new fan page on Facebook golden globes best and worst dressed company during the reporting period, with an appreciable increase in conversations around the brand.
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Be Srl - Via Ural Mountains, 74/12 - 42122 Reggio Emilia P. IVA 01951300357
Be & Partners golden globes best and worst dressed is concerned, for the 4th consecutive season, the completion of the promotional contest Sarabande: "Tourists to play." An initiative to engage in trade and consumer experience golden globes best and worst dressed of closeness with the brand.
The Brief The sweepstakes Sarabande is now in its 4th edition. E 'therefore necessary to devise a formula that will renew the content, while maintaining the strengths of previous editions: protagonism of the child, active involvement of participants, simplicity of use. It should also identified an integrated communication project, with the goal of increasing the database of consumers in direct contact with the company.
The mechanics of the contest The contest "Tourists for fun", lasting two months, involves the participation front purchase by sending a photo of their child portrait in a moment of leisure or holiday. Under the theme of the shot, the parent may decide to assign the photo to a category to choose from "Explorer", "Nature", "Sea", "Sport", "Flight". The two most voted photos in each category by voting "popular" win a weekend for the family in the amusement park "Minitalia-Leolandia". Uploading photos, and participate as voting takes place exclusively via the web.
The strategy The strategic contribution of Be & Partners has focused on two aspects: the design of the structure of the competition and the definition of the communication plan. As for the theme of the competition, it was decided to pursue the creative trend of the collection now in stores, with the goal of reviving the user the "mood" of the collection after the shopping experience. In this logic, the naming "Tourists game" binds to the theme of travel, inspiration of the collection; assignment categories of pictures ("Explorer", "Nature", "Sea", "Sport", "Flight") replicate golden globes best and worst dressed the thematic clusters of the leaders in the catalog; the prize also evokes the world of the holiday. The mechanics of the contest is designed to involve as many users as possible: golden globes best and worst dressed the mechanism of the vote was inserted as a generator golden globes best and worst dressed of a very strong effect "word golden globes best and worst dressed of mouth", which automatically promotes competition and increases the number of people willing to leave their e-mail address to join the initiative as participants or voters. To promote the initiative, has been called a multichannel communication plan off-line and on-line, with the goal of intercepting the consumer in different places real and virtual customarily associated brand: in-store materials, advertising pages weekly and monthly golden globes best and worst dressed women's banner of women's portals, Facebook APP, Facebook ADS.
Detailed operational phases - Design of the contest golden globes best and worst dressed theme and mechanics - Creation of naming and graphic concept - Creation golden globes best and worst dressed of dedicated web platform - Realization mini-site - Drafting the Regulation - Handling practices with the Ministry - Creation of promotional material - Management of day by-day - Management procedures for closing the contest and award prizes
Results The decision to put at the heart of the children golden globes best and worst dressed and to transmit the values of the brand through "the image of its consumer" golden globes best and worst dressed has centered its objectives in terms of customer loyalty and involvement of the trade initiative. The competition as a whole generated a significant increase in contacts database and new fan page on Facebook golden globes best and worst dressed company during the reporting period, with an appreciable increase in conversations around the brand.
Read all about it
Be Srl - Via Ural Mountains, 74/12 - 42122 Reggio Emilia P. IVA 01951300357
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