Happy New Year to all. I hope you enjoyed the
holidays. I am glad to learn that our leaders finally passed a bill
late yesterday to avert us all from going over the fiscal cliff. Now
hopefully we can all move on and get some work done without this hanging
over all our heads.
Our business did well in 2012 and I'm hoping for continued success in
2013. I've been reading many of the year end predictions and trends and
trying to look into my crystal ball to figure out how it will affect me.
If you read my posts on a regular basis you know that my business
focuses on assisting clients with running promotional marketing
campaigns, such as contests and sweepstakes, on various different
platforms. The services I provide are a combination of both my marketing
and my legal and regulatory knowledge. So keeping up with what's new
and current, as you can guess, is not an easy job.
ended the year assisting a client with a pretty straight-forward
holiday promotion on Twitter that ended up not so simple. It was for
Sandals Resorts (official sponsor, Unique Vacations) which was titled
"12 Days to Engage Sweepstakes". It launched on 12/12/12 and ran through
Christmas Eve. The promotion theme was to celebrate the most popular
time of the year that people pop the question and get engaged.
Beginning on 12/12/12, these two Twitter pages, @SandalsResorts and @WeddingMoons,
tweeted out a destination wedding and romance themed question each day
leading up to Christmas Eve. Participants were invited to answer the
questions using the hashtag #12DaysofSandals to be entered into the
sweepstakes for a chance to win a daily prize that ranged from beauty
products and gift cards to the grand prize, a six-day/five-night Sandals
Resorts WeddingMoon, the ultimate destination wedding and honeymoon!
The client informed us of the sweepstakes just a couple of days before they wanted to launch. So we
scrambled a bit to get the official rules created and approved as quick as possilbe so that the
sweepstakes could officially get under way on December 12. Here's their first tweet:
Both Twitter pages were posting tweets of those that had entered and
sharing their love stories. Then by late morning on December 14 we got a
call from our client asking what they should do with the promotion in
light of the tragic event that was taking place in Newtown, CT. I myself
had just been reading the news online trying to grasp what was really
going on. Our advice to Sandals was to follow the rules and continue
with the sweepstakes, but tweet about it as little as possible. We
advised them that they did not have to post the names of the winners of
the daily prizes and to wait a day. So they posted this tweet and then
went quiet for the rest of the day:
I had told our client that they were not alone and I was sure that
there were many other holiday promotions running in which marketers
needed to act in real time and make adjustments. We pray that we never
have another event as horrific as what happened in Newtown that day.
However, I will assume that we will have many other current events that
will occur in 2013 as they did in 2012 that will affect the best laid
marketing plans. This is something that can't be taught, but rather a part of our humanity that we need to let guide us.
Overall the promotion turned out to be a huge success. The sweepstakes
hashtag #12DaysofSandals actually was trending on Twitter a few days
later that week which is a big deal! The grand prize winner has been
chosen and were still in the process of confirming their eligibility, so
they should be announced very soon on Twitter. Stay tuned.
Again, I wish you all a very happy and successful 2013. Let's
continue to pray for all those that have lost loved ones and their homes
this past year. Hopefully 2103 will be filled with more peace and joy