So many marketers have skipped the essence of building a sustainable business and have entered the ecommerce arena seeking the riches of easy money. But if they followed the marketing of big brands, they’d learn how important brand and community building are now on the digital platforms.
“Social media contests have become a popular way to engage Gen Zers with participatory campaigns that inspire viral sharing and deeper, direct engagement with brands. “
Case in point is what the iconic brand, Oscar Mayer and what they are doing with this engaging digital promotion.
Oscar Mayer is giving racing fans a chance to design a paint scheme for the NASCAR stock car that carries its logo. Oscar Mayer is asking people to submit their designs to its social media accounts on Facebook, Instagram and Twitter.
Fans can download a car template from Oscar Mayer’s social media accounts to help them design a meat-inspired paint scheme.
The winning design will race at the TicketGuardian 500 in Phoenix on March 8.
I can hear it now from the Facebook groups… But Barry, what’s the ROAS in that? That’s the wrong question and is indicative of the malaise affecting ecommerce operators on Facebook.
Oscar Mayer’s contest to find a winning design for its stock car aims to connect with younger racing fans who are more likely to follow the sport and their favorite drivers on social media than to watch races live on TV.
Social media contests have become a popular way to engage Gen Zers with participatory campaigns that inspire viral sharing and deeper, direct engagement with brands.
That’s the payoff. Once they build the bridge of loyalty and affinity, the subsequent sale is much cheaper.
Oscar Mayer only has 31,500 followers on Twitter and only 23,000 followers on Instagram, while its Facebook page has received more than 900,000 likes. Proving that a good brand doesn’t need a ton of followers to build engaging affinity.
