During Super Bowl XLVIII , Castrol along with their partner agencies developed a socially-driven, 10-day campaign to increase buzz, awareness and engagement for their Castrol EDGE brand among passionate football fans.
The prize: 10 pairs of tickets to the Big Game. The entry method: Selfie.
Every morning, clues to iconic locations in NY, NJ and Connecticut were revealed on Fox 5’s Good Day NY, as well as Castrol’s social channels. To further amplify the campaign, Castrol leveraged its network of NFL influencers — like Adrian Peterson of the Minnesota Vikings, who personally invited his 2 million fans to join the scavenger hunt.
The brand also added a human aspect to the experience, with Castrol EDGE brand ambassadors engaging fans directly at that day’s locations to explain the contest and encourage participation.
While this was all taking place, Castrol’s social team used Sprinklr to monitor, listen and respond to social conversations in real time from a digital Command Center.
There were more than 5,000 sweepstakes entries, 370 million impressions, 200,000 social interactions, plus 6,500 new fans across Facebook, Twitter and Instagram … not to mention the 20 very excited winners.
Beyond the basic numbers, Castrol’s campaign also succeeded in managing the customer experience, ensuring that those who engaged with them through social were being heard.
An example of this occurred on the third day of the contest when a hiccup arose. Castrol’s Command Center team noticed conversations about a loophole in the contest rules. Some participants were “gaming the system” by submitting more than one photo. Others soon took to social to voice their concerns about the game no longer being fair.
In less than 24 hours, Castrol rounded up its legal counsel, changed the rules and informed the community of the revisions. Their fans certainly appreciated it. By listening and taking real-time actions, Castrol prevented a potentially brand-damaging disaster and made their audience members feel heard and appreciated.
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