As part of Ripley’s 99 Strange Days of Summer campaign, Ripley’s has published an entertaining photo contest to its website, asking followers to ‘share their strange’ in return for the chance to win a range of exciting prizes. To engage website visitors, Ripley’s is featuring the best entries on a social wall published within the campaign page.
MARKETING CAMPAIGN OBJECTIVES
- Encourage brand advocates to create and share authentic UGC
- Use an incentive prize giveaway to maximize campaign entries
- Boost social engagement across Twitter and Instagram, using dedicated hashtags to aggregate photo submissions
- Enable form entries to capture declared audience data and marketing opt-ins
PHOTO CONTEST SOLUTION
Whether it be weird and wonderful pet poses, outrageously cool beards and mustaches, or perhaps the bizarre wonders of nature, Ripley’s are pretty sure that everyone, or everything has a little ‘strange’ in them. To celebrate being unique and individual, Ripley’s is excited to see its followers share their strangest photos in return for the chance to win some awesome prizes, including a grand prize of $5,000!
To inspire social conversation and to maximize campaign reach, participants can use the hashtag #Ripleys99 and tag @Ripleys to submit their unique photos to Twitter. Fans can also share their entries through Instagram simply using the dedicated campaign hashtag, and can include any caption they would like to be featured. Not on social? Participants also the option to submit their entries directly through the form provided by uploading their image, as well as submitting their name and email address. What’s more, to act as valuable audience data that can be reused in future marketing communications, entrants can opt-in to receive the latest news and offers from Ripley’s.
Post submission, Ripley’s is reviewing and publishing the best and most entertaining entries to the social gallery embedded within the campaign page, where website visitors can browse and share their favorite, strangest entries through social with their friends.
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