All I Want For Christmas.
The Problem
Westfield wanted to position their gift card as ‘The Ultimate Gift’ during the competitive Christmas period, in a market already flooded with gift cards. To make things even tougher, research indicated shoppers were reluctant to give gift cards, despite the fact most people love receiving them.
The Solution
We created a Facebook competition sporting an irresistible prize - a $10,000 Westfield Gift Card, just in time for Christmas. To win it, users were invited to change their Facebook status to ‘All I want for Christmas is a Westfield Gift Card’. They then sent the competition to their friends, and a news item appeared on their newsfeed.
The Results
An instant viral success story. In the first 3 days, over 320,000 people entered the competition. By closing time, more than 800,000 invitations to enter had been sent to friends. PR was generated in blogs, online forums, Twitter, press, radio, podcasts and industry publications. And most importantly, there was a 14% spike in gift card sales during the campaign period.
Awards
