THE WORK
THE THINKING
Southern Queensland Country, partnered with the luxurious Spicers Peak Lodge, launched a competition to engage and attract valuable entrants to grow their email database in a celebration of this beautiful region.
Featuring a simple entry mechanic, this spectacular campaign outperformed the KPI in every sense. The competition offered a Dream Escape valued at $3,000 with an incentive to share. It was a wonderful success delivering results throughout its 28 days in market.
OBJECTIVE
To enhance the client’s email database for ongoing communication and expand brand awareness.
OUTCOMES
Case Study
CLIENT
Southern Queensland Country TourismCAMPAIGN
Dream Escape- SQC's first mobile-friendly competition. Features an incredibly fast & easy entry mechanic.
- Reusable for future ongoing campaigns - seemlessly iframes into www.southernqueenslandcountry.com.au
SUMMARY
This 28-day campaign featured an effective & easy entry mechanic, offering the chance to win a Dream Escape at a luxury and intimate destination for 2 in Southern Queensland Country. Entrants were also encouraged to share this opportunity through social media channels and via email.
OBJECTIVE
The key objective of the campaign was to create a straightforward competition engine - to enhance the client’s database for ongoing communication. Furthermore, the competition brought awareness to the region and an incentive to explore further in the future.
SOLUTION
XCOM created a mobile responsive microsite with an incredibly simple entry mechanic; all the entrants needed to provide was their name and email address. Facebook Connect functionality was also implemented for further ease of entry.
The campaign was iframed into the Southern Queensland Country website and equipped with real time reporting to monitor and track the campaigns success.
Entrants had the chance to win 2 nights luxury accommodation at Spicers Peak Lodge valued at $3,000, with an incentive to share via social media and triggered mailings to win 1 of 10 $100 fuel vouchers.
RESULTS
- 377% Increase to subscriber database!
- Over 95% of Entries were New Subscribers!
- Incentivised sharing for bonus prizes, split across:
- 69% of total shares were from Facebook
- 31% of total shares were from Email & Twitter