Case Study: hhgregg

hhgregg Xbox Giveaway Leverages Influencers to Maximize Engagement

Name of Campaign: Xbox Giveaway

Challenge: To build sweepstakes awareness by leveraging social media

Solutions:

  • Promoted event through hhgregg Facebook, Twitter, Instagram, YouTube and Google+ accounts
  • Partnered with online gaming community influencers to increase potential reach

Results:

  • More than 2 million social impressions
  • More than 64,000 YouTube video views
  • More than 25,000 clicks to enter the giveaway

Promotion Gains Exposure through Established Social Media Channels

hhgregg’s Xbox One Power Hour giveaway was an online promotion that occurred on December 17, 2013. Once per hour, for twelve hours, the store gave a lucky winner a new Xbox One. To build awareness of the sweepstakes, hhgregg promoted the event through Facebook and Twitter. Besides the efforts on the company pages, the contest also used online influencers to spread the word through their personal Facebook, Twitter, Google+, and Instagram accounts, as well as securing mentions in their YouTube videos.

YouTube videos from Unbox Therapy and Austin Evans – just two of the influencers who took part in the promotion – each garnered more than 25,000 views. These two influencers also spread the word through their Twitter feeds, combined reaching more than 100,000 followers.

Leveraging online influencers resulted in more than 25,000 clicks to the giveaway, more than 64,000 YouTube video views, and more than 2 million social impressions. The sweepstakes was successful in reaching millions of consumers, but perhaps more impressive was the way it capitalized on non-traditional marketing channels to build awareness for hhgregg.

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