Know-the-Web was carried out on 17-21 and 24-28 January 2011. This campaign is designed to achieve (1)increase of number of fans, (2) increase number of email newsletter subscribers and (3) turning fans into buyers.
20 questions were designed with reward of RM50 for each question releasing at 10am and 3pm daily during weekdays; only the fastest that got the answer right within the first 20 answers will be rewarded. Our team carried out the project from campaign ideation and design to application development and also the campaign management during the contest period.
Know-the-Web Facebook application was designed to achieve the objectives effectively with a few key features:
- Push updates to wall when users (i) install and register to the application and (ii) submit answers to the contest
- Auto block answers submission when 20 answers received
- CMS system – Questions are pre-set to be released at the time set (10am and 3pm daily)
- One click to confirm winner with all information shown (easier to contact winners)
Some statistics
Overall the application worked well despite the “Page-down” period suspected due to heavy traffic or possible Facebook server maintenance. In record the application were added 850+ times where all almost 60% of them turned into registered participants in the contest. 43% falls in the age group of 18-24 where another 40% comes from the age group 25-34, more than 90% are Malaysians.
More than 800 pushed updates on Facebook profiles created (auto push once user registered and participated in the contest) and more than 24K canvas page views (FBML page on Exabytes (MY) page) were generated. Over the campaign lifetime, 1046 application requests generated.
Key Results (within 2 weeks)
- Increase number of fans: 800+
- Captured emails: 500
- Facebook application active users: 3,400
- Canvas pageviews: over 24,000
- Contest ads social impressions: over 8 million
