"Activate your fans don't just collect them like baseball cards." - Jay Baer
Fans become more demanding in terms of brands they want to follow on social media and content they want to receive in news feed. Brands on the other hand, have to be more creative and provide value to survive on social media and earn trust in the “Attention economy”.
Brand: Citroën Macedonia
Timeline: Three weeks
Primary target group:
Promoting Citroën DS line to our target audience on Facebook as an urban and trendy solution that enhances and emphasizes personality.
Our Facebook marketing strategy was focused on content – quality post updates with the most attractive photos chosen and features and context - provide reach experience with Citroën DS interactive app.
1) Providing fun experience via interactive and appealing Facebook application in order to acquire Citroën fans and create buzz around the DS line. ✓
2) Developing and implement a superb content strategy for DS line. ✓
In order to avoid the “standard” and boring photo contests who are annoying more and more fans by appearing regularly in their news feed, we decided to launch more exciting and interesting campaign and in addition to making our audience to learn more about Citroën DS line. That’s how we came up with the idea for memory game application.
All pieces in the memory were parts from DS line automobiles that our participants need to remember.
This contest was organized in 3 phases and the main winner from each phase was awarded 48 hours “personal” experience with the product i.e. “Citroën DS3 (first week), Citroën DS4 (second week) and the third-week winner got Citroën DS5 test drive.”
The game participants are required to take the following steps:
1) Like Gate – the visitor has to become a fan of Citroën Macedonia Facebook page to get access to the app.
2) Welcome Page – Guidelines regarding participation are presented.
3) Memory game solving.
4) Invite Facebook friends – fan gets points with each new invited friend who will participate in the game.
This viral feature enables additional fan acquisition from the participants.
Game players are rated by:
1) The time needed to solve the Citroen models memory game.
The fastest player/fan gets the higher score. Every fan can improve his score having the possibility to replay the game 5 times.
2) The number of Facebook friends who participate in the game.
The user who will invite the biggest number of friends -new participants in the game, gets the highest number of bonus points.
1st place – 48-hour test drive with Citroën DS4
2nd place – leather wallet
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