Now that Super Bowl XLV has come and gone, sports fanatics are shifting gears and getting ready to focus all their attention on the nation’s next major sporting event: NCAA March Madness and the Final Four tournament.
One official sponsor of the tournament, Capital One, has decided to capture the attention of NCAA fans by launching a Facebook-hosted sweepstakes that has already proven to significantly increase engagement:
Sweepstakes conversations have taken over the page for the first half of February:
Facebook promotions continue to be a common and seemingly effective way to acquiring new fans and drive engagement. And after analyzing the Facebook fan page using Exportly, it became clear a grand prize of two tickets to attend the Final Four is no exception.
Let’s backtrack for a minute. Earlier this month, Capital One kicked off the sweepstakes with an email blast to all current cardholders. On the date of the email, Capital One’s Facebook community had only 10,700 fans. As of today, Capital One is up to 87,850 fans and growing. That represents more than a 720% increase in Facebook “Likes” in just under 2 weeks.
Opening up the sweepstakes to non-cardholders has undoubtedly been essential in attracting a larger audience. These results may have even been more significant if it weren’t for the apparent entry form hiccups users have been experiencing since launch.
Even though the sweepstakes deadline is weeks away, it already looks to be a very successful fan acquisition promotion. Exportly data trends clearly indicate Capital One can continue to expect positive increases in fan page activity going forward. We’ll keep an eye out to see if they can carry this momentum forward after the sweepstakes has ended.