Channel - Social Media & Viral
Andrew Hawley, Mark Glenn and David Richardson
Katherine O'Connor, Victoria Smith and Chris Lamers
Euan Howden and Marc Broad
Fly Buys wanted to amplify their 2011 Christmas promotion in the online space to help drive points issuance and reward redemption, and to create a mechanism to convert 20,000 Fly Buys members on Facebook to ‘Like’ the Fly Buys Facebook page. Achieving this Facebook ‘Like’ target would establish a sizeable social community through which to communicate directly to for all future promotions in 2012.
To achieve this goal the Fly Buys Dream Machine Online Game was created…and it went ballistic!
Using social ads on Facebook (Like Ads, Social Ads, Sponsored Story Ads, Sponsored Posts and a 48 reach block) and a targeted email, the target audience was challenged on Facebook to build the biggest stack of Christmas gifts to be in to win the ultimate Fly Buys Christmas rewards pack, made up of Fly Buys’ most popular rewards.
Facebook ‘Likes’ increased from 5,000 to 55,000 in just three weeks, and conversation on the Fly Buys Facebook page far exceeded any previous activity with users challenging each other and their friends to higher and higher scores. Fly Buys became top-of-mind during the whole Christmas period, the Dream Machine game helping Fly Buys exceed points issuance and reward redemption targets.
By campaign end, Fly Buys had established a viable and significant community through which to engage with for ongoing promotions and campaigns. The whole campaign exceeded business targets and took member engagement to a new level.