VW - Summer Snowball

Volkswagen New Zealand needed to build their extremely small Facebook community. They gave us a small budget to get the numbers up so that future campaigns through this medium would have a better starting base. We only really had enough for some prizes. From that we needed to give people a reason to enter and share this competition. We came up with the idea of the Summer Snowball. Prizes that get bigger the more people enter. Also the sooner you entered the more draws you'd be in.

Facebook app (final stage of competition)

Facebook app (different stages)

The entry form on Facebook would auto scroll down the list of prizes to the bottom. There you could enter then share with friends. Once a prize was won it was announced on the timeline, then entry form would move up to the current prize. This continued till we reached the top.

The posts on the timeline continued the rolling theme, if you scrolled down you'd see the history of prizes as the increased.

Facebook timeline after campaign

eDM

We spoke to existing VW owners via email to kick start the entries with the small community they already had, that wasn't necessarily on Facebook.

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