Online footwear retailer SuperShoes.com last month hosted two games of Twitterbingo to highlight a new feature on its site.
The new feature, called Drag & Share, allows shoppers to hover over any product image on a category page, then drag and drop that the image onto an icon for Facebook, Twitter or e-mail. When a product is dropped, a shopper can click to share the image and its corresponding link information on the respective format.
To play the game, the retailer selected five shoes, each on a different category page of the site. The site’s programmers then modified the default message that appeared for each of the five styles when dragged into Twitter so that each contained a product page link and a message that declared them to be one of the five letters in B-I-N-G-O. For example, the default message for the first secret shoe read, “I'm playing #twitterbingo w/ @supershoes_com. Want an athletic style 4 summer? This "OPEN-BACK" reps the letter "O"! http://bit.ly/cUXiCI.”
Participants were then directed to each category page in succession. The retailer dropped hints throughout the hour-plus game to help them find the correct shoes.
Throughout the two games, the 25 participants sent out 335 tweets, about half of which had a link to retailer’s site. And, since each participant had an average of 790.5 followers, those tweets led to more 264,800 impressions, says Frank Malsbenden, vice president, general manager Vision Retailing Inc., the parent company of Shoeline.com.
“The holy grail of social marketing is peer-to-peer communication about us within social networks,” he says. “We want people to be having conversations about us with their friends, preferably with links to our web site. This game helped achieve that.”
Moreover, the promotion led the site to gain about 100 new Twitter followers, Malsbenden says.
Comments | 1 Response
Interesting promotion, any stats on if this produced sales?
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