Volkswagen have partnered with TVNZ, utilizing a sweepstakes activation to promote unsung sporting heroes in local communities, as well as raise awareness of their official partnership with the New Zealand Olympic Committee.
Marketing Campaign Objectives
- Enable partner promotion of Volkswagen and its NZ Olympic partnership
- Promote and acknowledge unsung sporting heroes in local communities across TV and digital channels
- Capture rich audience data and marketing opt-ins
- Provoke social sharing of the campaign to generate more entries
Nomination Sweepstakes Solution
To spread some cheer for local sporting communities across New Zealand, Volkswagen have partnered with the TVNZ Breakfast show, enabling viewers to nominate a local sporting hero who deserves some recognition. As a result of the partnership, Volkswagen are able to maximize campaign exposure by leveraging the Breakfast show’s broadcast opportunities and audience base.
To get involved, contestants simply need to describe in 50 words or less someone they know that does their bit for sport in their community directly via the Breakfast show Facebook page. On entry, contestants also need provide some contact details and can opt-in to marketing, enabling TVNZ and Volkswagen to capture rich audience data for future marketing purposes.
To incentivize participation, contestants could win their nomination a ‘Volkswagen Olympic Package’ to Rio, as well as a weekend away for themselves in New Zealand!
On completion, entrants get to see some examples of other contestants’ worthy submissions. Plus, to encourage social conversation and inspire further entries, they also have the ability to share the campaign page via Twitter or Facebook.
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