MY JAMES BOND – Facebook quiz contest application

Facebook is very effective tool if you want to generate interest and create demand about new product. 

Brand: Elixir Exclusive
Industry: Retail, Health/Beauty products
Fans before the start of the campaign: 4360
Timeline: Five days

Primary target group:

• Women/girls
• 17 – 40 years old.
• In a relationship, engaged or married
• High-end brands in interests

Challenge

In the light of New Year’s Eve holiday, our client Elixir Exclusive had a clear goal to promote the newest addition to its product line, James Bond 007 Fragrance. The fragrance, which symbolized the celebration of the 50th anniversary of the movie icon was launched together with the latest James Bond movie release, Skyfall.

Our team did not want the promotion to be classic advertising, Facebook page posts, supported with Facebook ads. The concept was to create fun experience for the Facebook audience that will not only create awareness but also act as a catalyst to encourage actual demand for the product among the target audience.

Main idea

CyberLink Media experience with managing and running Facebook ads campaigns suggested that women audience response was much better when it comes to picking up a present or surprising their love ones, comparing promotions that targeted men in order for them to buy presents for their girlfriends or wives.
That is why we decided to change our primary target group by running a small experiment through our campaign. The contest does not target men despite the fact that the main product is fragrance for men audience.

Goals:

• Promotion of James Bond 007 Fragrance
• Creating demand for a product
• Increase the number of Facebook fans
• Capture a targeted e-mail list

Solution

We came up with the idea to offer our female Facebook audience the opportunity to surprise their love ones with a great holiday gift – the newest James Bond fragrance and taking the chance to earn it for free by entering our quiz and competing in “My James Bond” campaign.

This is the Facebook post that announced our My James bond campaign.

This campaign was a quiz contest where fans enter personal information (e-mail address, name and surname) and they earn points by:
1) Accuracy and speed of answering questions related with James Bond movies,
2) Inviting friends – the number of their Facebook friends who participated in the quiz.

My James Bond was very well planned campaign that allowed Elixir to promote the main product, while at the same time offering fun for the Facebook fans and increasing the current fan base of the Facebook page for our client.

Resources used:

• Facebook application – quiz
• High-quality content and updates (posts)
• Facebook ads campaign

How the app works – 5 steps

The steps required for the entrants to participate in My James Bond quiz contest were the following:
1) Like gate – Visitor has to be fan to access content
2) Welcome page – Directions and guides about the quiz contest
3) Entering personal info
4) Answering quiz questions – getting points by testing knowledge
and measuring time required to complete the quiz.
5) Inviting Facebook friends – fan gets points with every Facebook
friend that is involved in this quiz.

Like gate page design.
Presenting the benefit and the timeline of the special offer.

“My James Bond” through numbers:

• 194,454 people saw a content  about Elixir from 174.520 targeted with Facebook Ads. Overall campaign reach bigger than the targeted audience with Facebook ads (>100%),
• 3,662 Facebook users Talking about this,
• 2,340 acquired fans,
• 1,162 participants in the quiz,
• 1,162 targeted e-mail addresses collected

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