Turn Competition into User Engagement

Eric Berry entered the NFL draft as an All-American from the University of Tennessee. He had received several VIP tickets to the draft and decided to use them to promote his new web site and celebrity status. Berry partnered with Gannett's WBIR Television to create a contest for viewers to win these VIP draft tickets by demonstrating who was the biggest UT fan. Text, photos or video could be entered in the contest, and fans went wild on Facebook trying to get their friends to vote for them on the WBIR site.

"I knew winning would be tough so I shared the link on Twitter, Facebook, and Myspace. I told all of my followers to repost the link on all of their profiles, too. I even took advantage of my job as a moderator of a message board on www.honda-tech.com and posted the link for all of my community members to see. With a user base of 300,000 I knew I could eventually rack up some serious votes." - Jimmy Dudley - Knoxville, TN

• Length of event: ~31 days
• Total eligible photo entries: 68
• Total votes: 3,403
• Winner received 479 votes

Total Campaign Impressions: 307,538