To coincide with Valentine’s Day, Hawaiian Airlines has launched a beautifully visual photo contest to capture valuable audience data and help drive vacation package bookings.
MARKETING CAMPAIGN OBJECTIVES
- Capture valuable audience data and ‘opt-ins’ for future marketing promotions
- Convert Facebook page views to vacation package bookings
- Entice entrants to the Hawaiian Airlines website
- Build and retain its Facebook audience and Instagram following
VALENTINE’S SWEEPSTAKES SOLUTION
With stunning crystal clear beaches, unforgettable sunsets, and breathtaking scenery, Hawaii makes the perfect place for any romantic getaway. So, with Valentine’s Day fast approaching, Hawaiian Airlines has published an exciting sweepstakes to its Facebook page for participants to get involved with.
Contestants are invited to enter the sweepstakes using the form embedded within the campaign page, where they can share a photo of them and their Valentine in return for the chance to win a romantic grand prize package. Whether it be a family member, significant other, or even a photo of their favorite food (chocolate counts, right?), Hawaiian Airlines welcomes all entries throughout Valentines.
After attaching their photo, participants are required to submit a few simple contact details including their name, email address and zip code, and can ‘opt-in’ to keep informed of the latest news and offers, enabling Hawaiian Airlines to repurpose data in future marketing activities. To incentivize further participation, Hawaiian Airlines is giving followers the chance to gain additional entries by following their Twitter and Instagram pages. Fans can then maximize their chance of winning by posting their Valentine’s photo through Twitter or Instagram using the hashtags #HawaiianAirlinesBeMine and #Sweepstakes.
To maximize the conversion rate of Facebook page views to vacation package bookings, Hawaiian Airlines also features multiple calls-to-action buttons on the ‘thank you’ page upon entry, encouraging participants to plan and book their next escape to Hawaii with links to relevant pages on their website. Campaign visitors can also scroll through the visually stunning page to learn more about the grand prizes up for grabs, and can find more information by clicking on the website links. And, to provide inspiration for participants, Hawaiian Airlines has included a selection of Valentine entry examples which can can shared through Twitter, Facebook and Pinterest to maximize further campaign reach.
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