The Scion brand has been growing within Metro Vancouver over the years, and is steadily refining their target demographic. Through the use of FanCRM, Scion BC is able to collect valuable targeting information for future ads, assisting in sales leads and brand exposure. For the July campaign, we decided to redefine and adapt to changes in the targeted demographic to experiment and produce higher results.
Summer is a time where young adults take time to relax with friends and attend music festivals. Blitzgear decided to come up with a photo contest campaign for the month of July to capture data and generate engagement. This campaign required participants to share a photo related to electronic dance music, such as a picture of themselves at a music festival, and to rally votes from their friends to win. By including a prize for this campaign, participants were highly motivated to share and engage with their social networks to rally as many votes as possible.
The initial goals of the campaign were fully met and even exceeded upon before the end of the contest. The amount of people engaging and sharing this contest allowed Scion BC to obtain high numbers of passionate fans. There were a total of 99 shares from Facebook, Twitter and other platforms. Considering that the shares went beyond Facebook it is evident that participants were competitive and wanted to win.
Through this campaign, Scion BC was not only able to attain a large amount of data captures but also exceptional brand exposure. Participants actively voted for their favourite entries, promoting repeated engagement and by the end of the contest, had developed a grand total of 1,236 entries tallied from 521 fans. The 99 shares over multiple social media platforms truly showcase the power of passionate fans. The goals for the campaign were not only to capture data for future ads/campaigns but also empower the fan to become a brand ambassador for Scion BC.