Everyone is gearing up for the Olympics. And to help fans literally gear up for the Games in Rio, the PGA Tour Superstore is running a sweeps that will select winners daily and weekly to receive adidas’ Team USA golf gear, official provider of Team USA Olympic golf apparel. Running now through August 14th, winners will receive prizes ranging from shirts and shoes, to golf balls and gift cards.
With every Olympics becoming more social than the last, a solid social media strategy is not optional. As with any big event marketing opportunity, social media presents the occasion to engage and activate fans at scale in their context of choice. While real-time marketing moments like the now infamous “You can still dunk in the dark” live on in cultural memory, many of us are measured on how well our efforts convert awareness into engagement and engagement into action.
In this vein, the PGA Tour Superstore saw the opportunity to bring together the excitement and attention the Olympics bring with Chirpify’s conversational conversion platform to drive real social media ROI from their Olympics activities.
— PGA TOUR Superstore (@PGATSS) July 14, 2016
Chirpify recommended taking advantage of the burgeoning excitement for Olympic golf with a sweepstakes designed to capture social media engagement. In exchange for retweeting the social media triggers #RepYourCountry and #Sweeps from the PGA Tour Superstore, the Chirpify engine immediately sends the fan a personal DM or @reply invitation to complete their sweeps entry.
Here fans submit their information and are entered into the raffle in mere moments, effectively converting the fan’s excitement and desire to gear up for the Games while growing the PGA Tour Superstore’s engaged base.
Behind the scenes, Chirpify is working, listening for the defined social triggers, #RepYourCountry and #Sweeps, applying rules from its rules engine and automatically responding to consumers. Fans who tweeted with the dual hashtags were thanked via an automatic email response and could enter into the contest at a special “Geared for More” landing site. While drawings are held daily, and fans can enter every day, repeat entrants convert immediately in stream.
With the end of a 112-year hiatus from the Olympics on the horizon, golf fans are particularly excited about this year’s Olympic Games. And the PGA Tour Superstore is happy to oblige those looking to represent with adidas Team USA wear for the start of golf on August 11th. In addition to garnering goodwill with its excited fan base, with Chirpify the PGA Tour Superstore is able to deliver real social media ROI through its Olympics social media marketing efforts.
Specifically, sweeps like these increase organic reach. As people retweet the opportunity to participate, others see it and join in because their friends have already advocated socially for it. The sweepstakes increases engagement as it gives fans a reason – or a positive value exchange — to participate. Participation drives frequency of interaction and a growing likelihood to engage and participate in the future, starting a brand relationship if there was none before and furthering a virtuous cycle of brand loyalty for those already engaged.
Importantly, participation allows the PGA Tour Superstore to gather critical data, such as email, and tie it to a person’s social ID. Once this data is linked, marketers can slice and dice it in a myriad of ways to measure campaign success and create measurable improvement.
At Chirpify, we strongly recommend that social teams close the loop on meaningful metrics like these with campaigns that drive engagement, conversion, and data collection to make lasting impacts on marketing and business goals. For an assessment of how Chirpify can help move the needle for your social loyalty and conversational conversion activities, please connect with us today.