IDEON Online Sweepstakes Case Study
Online sweepstakes campaign leads to a 59.84% viral component
success rate
- Technology:
- Flash
- After Effects
- .Net
- Rhythm Mail
- Rhythm Tracker
- Google Analytics
- Client:
- IDEON
- Project:
- Online Sweepstakes
Sweepstakes Goals
- Increase brand awareness for IDEON and Online Design Tool
- Announce new partnership w/ Maharam
- Build database list
Results
- 59.84% referral rate
- Averaged 3.6 friend invites per registrant
- Increased the IDEON subscriber list by 24.7%
- 43.35% unique open rate and 5.02% click thru rate
- 31.08% referral conversion rate
- 12.97% of registrants created an account with a Maharam design on the Online Design Tool
- 22.7% from the initial IDEON subscriber list registered
Background
IDEON is a contract furniture company specializing in high-quality, stylish lounge seating and tables for design-minded businesses. A helpful Online Design Tool was created for the Architect + Design community to help visualize options and take creative control of their specs.
IDEON had recently formed a partnership with Maharam, a wholesale distributor of textile fabrics for seating, walls, window covering systems and healthcare applications, well known in the Architect + Design community for the high quality and design of their products. With this partnership, Maharam fabric became available for use in custom configurations of IDEON seating. This relationship was mutually beneficial to the two companies. An association with Maharam reinforced IDEON’s brand as high quality and high design. Meanwhile, Maharam was able to extend their products to a wider audience.
The team decided to create an online sweepstakes to increase brand awareness and perception of both IDEON and its Online Design Tool. The prize was a total of 500 Maharam pillows, averaging 40 to 50 pillows to give away weekly for 12 weeks. The online sweepstakes was used as a communication platform to market the partnership between IDEON and Maharam, tell the story of the synergy between these two great companies and give the A+D community control to express their creativity through design with the Online Design Tool.
Acquisition emails announcing the partnership, setting the theme for the campaign and promoting the sweepstakes were sent to multiple lists: IDEON’s house list, trade show lists and lists provided by reps. The acquisition emails linked to a microsite created specifically for the sweepstakes that prompted users to watch a quick video tour of the Online Design Tool emphasizing its ease of use and value. Upon viewing the Online Design Tool, the user had the opportunity to register to win a Maharam pillow and invite designer friends to enter.
A drip campaign was sent to registered contestants, one per week throughout the 12 week campaign. In each of these retention emails, winners were announced and a strong call-to-action persuaded contestants to invite designer friends for a chance to also win a Maharam pillow. For each of their friends that signed up for the sweepstakes, they received another entry in the sweepstakes, increasing their chances of winning. IDEON’s main website promoted the online sweepstakes with a banner ad graphic that linked to the campaign microsite.
The campaign results were impressive, as highlighted above, the goals to increase brand awareness for IDEON and the Online Design Tool among the Architect + Design community, and building the database were successfully achieved.
