Just before Memorial Day, the USPB kicked-off the final Facebook promotion of the fiscal year, the “Summer of Sides Sweepstakes,” leveraging the season with a sweepstakes that played up a favorite side dish and touched on “Linda’s” emotional tie to the summer months by asking her to share favorite summer mealtime traditions. The sweepstakes ran for four weeks, from May 25 to June 22, and invited “Linda” to answer a new question each week, enabling “Linda” to engage multiple times for the chance to win a new prize every week.
Over the course of four weeks, the sweepstakes grew the fan base by 1,107 new “likes” and garnered a total of 1,558 entries. In addition, a total of 2,711 Facebook users landed on the Summer of Sides promotion tab, resulting in a 57% entry rate (higher than industry standards).
The new sweepstakes tactic inviting “Linda” to answer a new question each week resonated very well with the audience. For example:
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