Campaign overview
A few years in a row now Marks and Spencer's have made a competition called Pass The Parcel. This works by them giving away 200,000 prizes ranging from discounts to gift cards. You were allowed to unwrap 5 gifts per day with a chance to win prizes.
How did the campaign engage
their audience? (3 examples)
1. Audiences were engaged by seeing how many people had won at the top of the page to make them want to win even more. As you can see above it tells you how many people have won and this is done live so that you constantly know how many prizes have been won and how many are left.
2. The campaign was also advertised on facebook, twitter, instagram and television which engage people with a competitive side to join in and try and win prizes.
3. They also reiterated that it was free to play and you could play the addictive game every day, which again gets competitive people more engaged in the game.
How did the campaign get users
linking/participating? (3 examples)
1. They got users participating by letting them make an account that only they could access to play.
2. People could post it on social media and tag people in it to get more unwraps for that day. I myself played it in college and shared it with some people in the class.
3. You were allowed to share it via email so users did not need to have social media to play which attracted a lot of older users.
Evaluate the success of the
campaign
The campaign proved successful as a lot of the gifts were discount it meant people would buy something so they could get money off which boosted sales for the company. It was also successful as millions of people were playing the game in the UK and going in store to claim their prizes which would then lead to them shopping around in store and possibly spending a lot more than anticipated.
No comments:
Post a Comment