TVNZ Launches Swipe Poll To Boost Engagement Ahead Of 2018 Commonwealth Games

Jessica Williams Broadcast Media, Travel & Tourism

To excite viewers and build anticipation for the Gold Coast 2018 Commonwealth Games, TVNZ has teamed up with Queensland Tourism to publish an engaging, mobile-responsive swipe poll to the Breakfast channel’s Facebook page.

Note: Swipe Polls are intended to be viewed and used on mobile devices.

MARKETING CAMPAIGN OBJECTIVES

  • Integrate interactive experiences to engage mobile Facebook visitors and Breakfast viewers
  • Promote and drive anticipation ahead of the Gold Coast 2018 Commonwealth Games
  • Partner with Queensland Tourism to capture audience activity preferences
  • Drive data acquisition and opt-ins for future marketing promotions

SWIPE POLL SOLUTION

Prior to the Gold Coast 2018 Commonwealth Games, a highly anticipated international multi-sport event, TVNZ is engaging Breakfast Facebook visitors with an interactive swipe poll. The poll takes participants through 5 unique questions, where they can swipe right for the Queensland activities they love the most, or swipe left to skip to the next one. From cute koala cuddles, to relaxing long walks along the beach, the poll results enable Queensland Tourism to capture audience activity preferences.

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On completion of the poll, participants are required to submit their personal details including their name, email address and phone number, acting as valuable audience data that can be reused for future marketing promotions for Tourism & Events Queensland and Gold Coast Tourism. To incentivize participation, Queensland Australia is giving visitors the exciting chance to win an incredible Gold Coast 2018 Commonwealth Games package for two.

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To increase campaign reach and maximize the number of entries, TVNZ has also included sharing options to invite their friends to enter through Twitter and Facebook.

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