Over the weekend, as a way to engage fans, BMLG (Drake White's music label) had the innovative idea of running a sweepstakes that allowed fans to meet Drake White and this band backstage after the show!

Fans could enter by texting SPARK to one of our short codes (41300) or online using their mobile device. The grand prize was a chance for fans at three event venues to go backstage and meet with Drake White and this band.  In additional to the in-venue activation - which was the primary focus of the campaign, fans could also connect online using their mobile phones and generate social media buzz online for an additional chance to win.

Both sweepstakes were promoted using attractive leaflets handed out to attendees as part of their program at all three event venues. BMLG make considerable effort to maximize the appeal and effectiveness of the hand-outs and did a phenomenal job promoting all aspects of the marketing campaign.  This should serve as a great case study to marketers trying to increase the effectiveness of their in-venue marketing efforts (see below).

Our "Meta-Connect" social activation sweepstakes was promoted using both a short url (http://zip2.it/sparkconnect) and a custom QR-Code fans to scan on their mobile devices.

The leaflets were well designed and promoted the album release date, both sweepstakes, the tour itself, plus they included a message from Drake White himself (a nice personal touch) as well as third party quotes and testimonials (from Billboard and the Rolling Stone).