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Type of Incentive: Sweepstakes
Call to Action: Like Lancôme and enter for a chance to win a trip to New York to attend Glamour’s Women of the Year Awards!
Consumers Got: A chance to win a trip for two people to the invite only Glamour Women of the Year 2011 event in NYC, including coach airfare and three nights of accommodations.
Brand Benefits: Lancôme has begun engaging Facebook fans in an interactive dialogue on topics that peak consumers’ interests such as beauty tips, products and fashion. By collecting consumers’ names, email addresses and mailing addresses in the sweepstakes entry, Lancôme not only achieved brand engagement, but also built a database of its most loyal fans.
Type of Incentive: Discount
What Consumers Got: 40% off any regularly priced item.
Brand Benefits: Once consumers Liked Gap, the brand engaged them in a rewarding conversation exclusively accessible by Gap Facebook fans. Through this promotion, Gap took consumer loyalty to a new level.
Type of Incentive: Exclusive Access
Call to Action: Like us on Facebook and get VIP membership & free overnight shipping for life.
What Consumers Got: Zappos VIP membership, which includes guaranteed free overnight shipping for life.
Brand Benefits: The exclusive VIP offer powered by SpyderLynk reinforced Zappos top notch customer service. The information garnered in the VIP program registration enabled Zappos to identify and track the members gained from this promotion, giving the company access to a host of information and the ability to conduct thorough ROI analysis on the program.
Type of Incentive: Free Sample
Call to Action: Like Katy Perry on Facebook and get a sample of Purr by Katy Perry, while supplies last.
What Consumers Got: The first 1,500 fans received a sample size of Purr, a new fragrance for women by Katy Perry.
Brand Benefits: Katy Perry was able to build a database of engaged fans by collecting consumers’ names, email addresses and mailing addresses as a means to receive the free sample. Through offering a free sample, Katy Perry drove consumer awareness and trial of the new product.
Type of Incentive: Coupon
Call to Action: Like us on Facebook and get $1 off any Skinny Cow product except cups.
What Consumers Got: $1 off email coupon
Brand Benefits: Skinny Cow increased its database by collecting consumers’ email addresses as the means to distribute the coupon. Skinny Cow peaked brand interest and drove sales as a result of the effort and by giving each “Liker” a unique coupon, the brand was able to target and reward the consumers that were true brand advocates.