Features

Case Study: Martha Stewart Show and SnapApp Sweepstakes

Written on
Jan 24, 2012 
Author
Brian LaRue  |

ADOTAS - Say you’re part of the team behind the of the namesake brand of one of the most recognizable media personalities in North America — and now you need to make that name even bigger. That’s what happened when Martha Stewart‘s crew was charged with promoting the fall premiere of Stewart’s own TV show. They had a huge, dedicated and loyal audience — so, what to do with it? They reached out to Pangea Media, makers of SnapApp, a platform that allows marketers and publishers to create polls, surveys, quizzes and contests, which they can place on their sites or across social media. Using a SnapApp sweepstakes, the Martha Stewart team promoted the show, offering prizes to winners, and all entrants also had the option of signing up to Martha Stewart newsletters. The sweepstakes drew over 31,000 entries — among viewers who engaged with the sweepstakes, 78 percent entered, and 77 percent of those people signed up for the newsletter. Here’s the case study in full (below an image showing the SnapApp tab viewers saw on the Martha Stewart Facebook page):

OBJECTIVE

The Martha Stewart team wanted to promote the fall premiere of The Martha Stewart Show on the Hallmark Channel with a viral promotion. In particular, they were interested in:

Increasing awareness of The Martha Stewart Show premiere
Collecting qualified leads for their mailing list so they could cross market other products
Engaging their Facebook fans and creating “buzz” for their brand
Driving tune-in during summer months (when repeat episodes aired)

SOLUTION: SnapApp Sweepstakes

Martha Stewart used SnapApp to create a sweepstakes that ran on their Facebook page. Martha’s Ultimate Fan sweepstakes featured a grand prize that included a trip for two to see The Martha Stewart Show live in New York City, including round-trip airfare, hotel accommodations, lunch at one of Martha’s favorite BBQ restaurants, Hill Country, and a facial at one of Martha’s favorite salons, Mario Badescu Skin Care Salon. Two first prize winners each received a Martha Stewart gift basket filled with Martha Stewart goodies, books, and a pair of tickets to the show. The entry form for the sweepstakes also included the option to sign up for The Martha Stewart Show or Mad Hungry newsletters and to receive a free print issue of Martha Stewart Living magazine. Martha Stewart promoted the sweepstakes on their Facebook page, in email blasts and on TV.

Key Features:

Sweepstakes
Lead generation
Quiz on a Facebook tab
Facebook and Twitter Share

RESULT

The sweepstakes ran for just under two months. During that time, the Martha Stewart team saw great results, including:

56,884 impressions
31,611 entries
78 percent of visitors who engaged with the sweepstakes entered it
19 percent of visitors who entered the sweepstakes shared it, referring an additional 1,626 users
77 percent of those who submitted an entry signed up for the optional newsletters and preview issue of Martha Stewart Living
$0.03 per lead





Adotas Senior Editor Brian LaRue has been working in journalism in some form or another for slightly longer than his entire adult life, having won his first SPJ (Society of Professional Journalists) Award while he was still in high school. Prior to joining Adotas, he served as a reporter, editor, columnist, critic and blogger, mostly for a number of daily and weekly newspapers scattered around his native Connecticut. In his off hours, Brian maintains an active parallel life as a musician and music blogger.

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