A short while ago we launched a cool and innovative “scavenger hunt” application for Epic Records (Sony Music) artist Cher Lloyd, of The X Factor fame. As part of our American Wants Cher Lloyd Back campaign, Cher’s U.S-based fans (also known affectionately as “Brats”) were able to compete for a chance to meet Cher in person at one of her special 15 city appearances, which was done in conjunction with radio stations in those cities. This Facebook application lived on Cher’s page and allowed fans to complete give different tasks over a two week period. Most of the tasks involved looking finding and unlocking Cher Lloyd badges (see below) placed on her or on third party sites.
Cher Lloyd Facebook Page:
This unique Facebook application featured a dynamic and interactive map that displayed the 15 cities Cher would be visiting and provided information about dates, status and # of fans participating in each city. The application also had a news and events feed to keep fans updated on tasks, badges and individual cities/events.
Built on our flexible and power “Scavenger Hunt” App Platform, America Wants Cher Lloyd Back supported a broad range of action that could be used to unlock badge. We will try and go over the list (and other features of the platform) in a future post.
Badge Widgets: Unlocking and Social Message Sharing
Badges (like the one below) were strategically placed on different websites (see partner and radio support section below). Fans had to locate these badges and unlock them by sharing a message on Facebook or Twitter. By sharing the badge, fans posted a message about the contest (as well as an image of the badge) on either of these social networking sites. Fans who shared the badge on Twitter also automatically followed @CherLloyd (and partners).
Partner and Radio Support: Spreading the Love
Because this promotion had a strong radio component, it made sense to involve radio stations and strategic partner sites (like Perez Hilton, who is a big Cher Lloyd fan and loved this promotion) in scavenger hunt.
Each of the radio stations participating in the promotion had a unique widget that forced fans to follow both @CherLoyd and the radio station on Twitter. Also the links on the Facebook page were unqiue for each city, so that fans in Nashville were directed to the correct Nashville-based radio station when they clicked on the task.
Unlock, Collect and Win!
The first 10 ten fans to complete all 5 tasks and collect all 5 badges in each of the 15 cities, were declared the winners. The promotion had great, comprehensive support that included an continuously updated FAQ (Frequently Asked Questions) section, email support (to help fans change cities they had registered for and answering questions).
Management and Tracking
The application automatically selected winners based on the exact time (in their market) they collected all 5 badges and provided a dashboard that showed city by city statistics on the number of total users as well as the number of users completing each tasks. The console also provided tools for managing and notifying winners (10 users x 15 cities = 150 winners) given the number of winners and allowed the music label to track notification and the receipt of signed affidavits.
