Noritz Online Sweepstakes Case Study
Online sweepstakes campaign results in a 45.37% registration rate.
- Technology:
- Flash
- .Net
- Rhythm Mail
- Rhythm Tracker
- Google Analytics
- Client:
- Noritz
- Project:
- Online Sweepstakes
Sweepstakes Goals
- Attract prospects
- Increase brand awareness
- Drive traffic to dealer locator website tool
- Grow the permission based subscriber list
Results
- 45.37% registration rate
- 28% referral rate
- 10% total viral conversion rate
- Substantial increase in subscriber list
- High use of dealer locator tool
Background
Noritz is the largest manufacturer of tankless water heaters in the world. Their target audience consists of both residential and commercial property owners. Noritz tankless water heaters are sold through various distribution channels that primarily include installers and dealers. Noritz spends a large percentage of their marketing budget on traditional advertising, which helps to create brand awareness. Their advertising efforts also result in website traffic that look to the website as a resource tool to learn about tankless water heaters, and to locate dealers and installers. At this point in the customer engagement process, the dealer and/or the installer is responsible to make the final sale with little to no involvement on the part of Noritz.
Noritz expressed a desire to establish a way to increase brand exposure and gain the ability to directly communicate with end users to help increase the probability of a dealer/installer sale.
In response to Noritz’s desires, we leveraged our online sweepstakes platform. The campaign we initiated was twelve (12) months in duration and featured a monthly prize give away. The monthly prize was a tankless water heating system. To market the sweepstakes we used geo-targeted pay-per-click advertising on Google to drive traffic to the sweepstakes microsite. The registration process was simple and included viral capabilities that enabled participants to invite friends. Participants were rewarded with additional chances to win when friend referrals resulted in new sweepstakes participants. The system automatically tracked referrals and subsequent participant entries, and notified referrers via email of the additional chances they had gained. The final confirmation page of the sweepstakes encouraged participants to use the dealer locator tool as a means to directly communicate with knowledgeable representatives who could answer questions about tankless water heaters, tax rebates and potential costs savings. The sweepstakes also enabled participants to opt-in to receive valuable future communications from Noritz.
Overall, the online sweepstakes campaign was extremely successful as we achieved all the goals of the program at a cost much less than anticipated, as the friend referral efforts worked to offset participant acquisition costs.
