Mission’s Digital Team received some great news this morning (29.05.13) when we were contacted by Facebook to congratulate us on our acceptance into Facebook Studio. The Studio consists of a gallery of outstanding social creative ideas from around the world, and Mission’s (BELVEDERE) RED Forest was selected as one.
For those who don’t know, the (BELVEDERE) RED Forest was the brainchild of Mission’s Interactive Communications Manager, Nico, who worked with design agency Kerve Creative to produce an elegant Facebook game where people could explore the Belvedere Forest to win a selection of instant win gifts. All visitors to the app could also enter a free prize draw to win a trip to the Belvedere Night Lights Party to celebrate World Aids Day in New York last year.
The objective of the campaign was to drive new people to the Belvedere Facebook Page, and engage them with both the Belvedere and (RED) brands.
People were given the opportunity to improve their chances of winning by inviting their friends to visit and help search for prizes. If an invited friend accepted the invitation and went on to win a prize, the inviter would also win that prize too. This opportunity led to a significant viral share of the app.
The Belvedere Facebook Page was used to drive traffic to the app. The post promoting the contest app generated 1,549 Page post Likes, 30 comments, and 44 shares.
Here’s what Facebook studio said about the campaign:
“The campaign ran from November 19-December 17, 2012. To put it bluntly, the engagement was phenomenal. 26,311 people entered the Forest, opening well over a million baubles and staying for an average time of nearly 14 minutes.
“Players sent 13,091 invites, and 47% of these invites were accepted. This viral share added a lot of new fans to the Belvedere Page—23,500, in fact—67% increase on their normal monthly rate.”
