Ford, AutoZone drive engagement via summer sweepstakes on mobile social
Ford and AutoZone are tapping mobile and social to drive engagement in a Summer Road Trip sweepstakes that offers AutoZone gift cards, trips to Ford?s Ecoboost 400 car race and a grand prize of a Ford F-150 truck and $12,500 cash.
The brands, via Facebook and Twitter, are dangling the offer of $10 off AutoZone gift cards and a chance for four finalists and their guests to attend Ecoboost 400 in Miami on Nov. 22, and for one of the finalists to win the truck and cash prize. The program points to the power of a sweepstakes on social to boost engagement through the potential for viral sharing.
"The best contests leverage native social behavior ? for example, 'like' to win or the 'flock to unlock' on Twitter," said Eric Mugnier, senior vice president of M&C Saatchi Mobile, New York. "This campaign asks for an email, which differs from how a user typically interacts, and could raise some privacy flags for a user.
"I would say leveraging the Facebook Lead Generation and Twitter Lead Gen card would be a great way to add some oomph," he said. "Plus, these products submit a user email in one click on their mobile phone, rather than typing it out.
"Also, there is no social call to action," he said.
Gift cards
To participate, a mobile user first submits an email address to register within an entry period. He or she then can have a chance to win one of 2,500 $10-off AutoZone gift cards being given away each period.
Participants will be automatically entered into the drawing for a trip to the Ecoboost 400 and a chance to win the Ford F-150. Four winners will win a trip for two to the Ford Ecoboost 400 Race in Miami.
Promoting sweepstakes on Facebook.
The third of four entry periods this summer closes Monday. The final entry period begins Tuesday and runs through July-27.
AutoZone?s participation in the program comes as the Memphis, TN, automobile parts retailer ramps up its mobile application to reach millennial customers who resist traditional advertising campaigns.
Changes to the app in the last eight months are aimed at making it easier for customers to check product availability before shopping at the store. Once the customer finds the needed part, he or she can have it waiting for store pick-up, adding convenience and saving time.
Recent app changes include adding the ability to search nearby stores for product availability, changing selected stores in a shopping cart and simplifying the log-in for AutoZone Rewards members. Updates also include enabling a map view of a selected store.
The app lets users access AutoZone?s entire selection of auto parts. Consumers can have what they need sent to their home or arrange in-store pickup. The app also lets users browse fee vehicle repair guides with unlimited access.
They also can view their AutoZone Rewards account or find their nearest AutoZone using the locator.
Before updating the app, AutoZone had been quiet in mobile, its most notable involvement being one of the merchants that were part of eBay?s update of its iPhone application with new sharing and personalized features.
While mobile sweepstakes are increasingly used by retailers, they are less frequently attempted in the automotive industry.
In February, Honda dealers in New York state, New Jersey and Connecticut leveraged the selfie craze by inviting showroom visitors to snap a picture with a new Civic to have a chance to win the car.
Three participants in the TriHonda Dealers? Selfie for a Civic Sweepstakes campaign who posted the photo to Instagram or Twitter with the hashtag #SelfieForACivic as well as the dealership?s hashtag were to win tickets to a Brooklyn Nets game at the Barclays Center, where one would be chosen for the grand prize of a 2015 Honda Civic LX Sedan.
Car rental company Hertz prompted consumers early this year to enter in its Valentine?s Day sweepstakes via a mobile site to win a date night, including a rental car, dinner and post-dinner entertainment.
Championship Weekend
Marketers that develop new channels to reach mobile shoppers will be the winners in the automotive space this year as brands boost budgets to establish their identity with on-the-go buyers and hard-to-reach millennials.
Entry form on Facebook.
"Social allows a sweepstakes to connect to the millennial audience who not only is likely to enter, but will pay off as acquisition investment," Mr. Mugnier said. "When the big win is tied to something the millennial actually wants, and it is served to them on their personal device, the likelihood of a quality submission, rather than a contest troll, is much higher.
"The end goal of getting qualified emails as contest submissions only works if you are able to target and reach the right audience for your brand," he said. "Social is the place to do this ? and gain earned media as shares start to add up."
Final Take
Michael Barris is staff reporter on Mobile Marketer, New York