Exciting new markets with a scalable social platform
There is a distinct difference between creating digital marketing solutions and creating a robust, multinational social media platform. Even a leading multinational agency may not have the IT capability to deliver such a platform, especially in 8 weeks!
McCann Erickson Worldwide is a leading provider of marketing solutions for brands and businesses. One of McCann’s clients, an Australian chain of jewellers, wanted to drive brand awareness and association with diamond engagement rings in the North American market. The centerpiece of this campaign was an online contest using social media to engage customers and raise awareness of the jeweller’s brand.
McCann developed a promotion to give away a much sought-after 22ct diamond. This promotion revolved around a competition called the Search for the World’s Best Couple. Participants had to complete 16 challenges over a 6 week period, uploading videos of their efforts and encouraging their family, friends and other site visitors to vote for their exploits. The couple with the most votes would be the winner. McCann were confident such a large diamond and interesting competition would generate excitement and momentum.