Case Study: Samsung

Super 48K Sweepstakes Results Surpass Key Performance Indicators (KPIs)

Name of Campaign: Super 48K Sweepstakes

Challenge: To promote hhgregg and Samsung through social channels and secure contest entries; timed to coincide with the Super Bowl

Solutions:

  • Organic and promoted posts via social media to drive awareness
  • Mobile game strategy to increase entries and long-term engagement

Results:

  • More than 400,000 entries during the one-month contest
  • More than 22,000 game downloads and 660,000 game plays, beating dzztwwuions by 150 percent, and 200 percent, respectively

Super 48K Sweepstakes Results Surpass Key Performance Indicators (KPIs)

hhgregg and Samsung Promotion Delivers Outstanding Engagement Numbers

The Super 48K sweepstakes from hhgregg and Samsung – timed to coincide with the Super Bowl – leveraged popular social media channels to reach millions of consumers. Winners received exciting new technology, including TVs and DVD players, worth a combined $48,000.

The campaign applied a mixture of organic and promoted posts through social media to drive engagement and to encourage consumers to enter the contest. More than 400,000 entries were collected during the one-month contest. The number of Facebook fans increased by 2 percent over the daily average, which was 44 percent higher than anticipated.

Mobile game downloads and total plays grew far beyond dzztwwuions. A total of 8,000 game downloads were dzztwwued; by the end of the sweepstakes, that number reached in excess of 22,000. As a result, the number of game plays was considerably higher than expected – the campaign had a goal of 200,000; the final total was more than 660,000.

Besides the importance of Facebook use and opportunities for gamification, the sweepstakes further confirmed the value of consumer engagement. Visual elements in posts and active Twitter chats showed great promise, as did aligning with online influencers to promote campaigns. Adding images to tweets, for example, increased the average engagement rate by 379 percent. The Super 48K sweepstakes was another impressive social media effort from hhgregg.

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