FanSection Blog

Last week I wrote a post about a promotion Tostitos was running on Facebook in conjunction with the Fiesta Bowl.  The program, Race to the Bowl consisted of a Facebook page and a race between students of the University of Texas and Ohio State.  At the time, I questioned whether it was successful based on the numbers that were included in the ClickZ post, and commented as such at ClickZ.  Now, Kevin Tate from the StepChange Group, the agency that built and managed the program for Frito Lay, has provided a much deeper look at the program via their blog.  Here are some numbers from the case study:

• 17,779 people became fans of the Facebook page
• 56,531 page views
• 39,477 unique visitors
• 597 wall posts
• 1098 entries with photos for the contest
• 1925 entries to the contest were shared with a friends

Based on these numbers, I would call the Tostitos campaign a big success.  Not only was it successful in driving visits and page views, but it did a good job in driving engagement as well.  Speaking of which, I particularly like the last take-away from the post:

Status is king

The next big spike in traffic can be brought attributed to status updates. Once the race began, the page lit up with new content on a very frequent basis.This created news feed items gave fans a reason to come back to the page. We updated the graphics and content at every step of the contest to let users know what the latest stage in the game was. Engagement. Engagement. Engagement.

This is a key point to not only advertising on promotion, but also for any application developer.  Using status update and feed items are absoutely required for driving traffic and engagement with pages and apps.  Never was that more obvious than the success demonstrated by Causes when they encouraged users to donate their status on election day in November.  At Watercooler, we’re continuing to build products that take advantage of the newsfeed and status updates.