Ideas for a Smarter, Faster World

Nothing beats TV or radio to get the word out. But it’s the brands who use their mass channels to get consumers to participate that win the day. So, what happens when two regional brands put digital at the core and go head-to-head under a unified creative platform? Engagement!

A fierce but friendly rivalry between country music star Trace Adkins (BC Powders), and racing Hall of Famer Richard Petty (Goody’s Powder) is unfolding at PICKaPOWDER.com.

Radio tags, concert giveaways, race day promotion and media relations all drive to the site, where users pick Team Trace or Team Richard to earn a chance for a VIP experience at a concert or at the track. The site uses Facebook Connect to personalize the experience for each registrant, and leverages the spokesmen’s fan pages to keep driving people back.

In the first 10 days, the site had more than 170,000 page views and a 40% conversion rate (unique visitors to registrants).

Tags: Loyalty marketing

This entry was posted on Monday, July 26th, 2010 at 11:28 am and is filed under Creative, General, Social Media, strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.