Last week we launched a media campaign to support our What's On Sale Near You Giveaway in Seattle & Atlanta. We picked two markets to ensure that we'd have enough data points at the end of the promotion to clearly evaluate its success. Seattle was an obvious choice since we're based here and know this market and Atlanta was selected for a few reasons: it's a second tier market that we felt we could penetrate and influence in a relatively short period of time (vs. a NY or LA) and it's totally different from Seattle which is important so that if we have success or even failure in two markets we can clearly rule culture or geography as contributing factors.
Marketers and especially Non-marketers are always skeptical of promotions because while they do a great job at goosing results, the quality of leads generated is often very low. To deal with this issue, we structured the promotion as a chance to win vs. do x get y and then offer entrants the opportunity to increase their chances to win by posting a qualifying local deal. For anyone that's conducted a promotion with UGC elements, you know that a large portion of content generated is low quality so we put a qualilty measure (using our new approval queue) in place which lets posters know that only deals meeting qualifying standards will be published and will guarantee an additional entry into the promotion
Early results look promising and we've been pleasantly surprised by the engagement metrics (CTR, repeats and pageviews) which have all increased steadily since we launched.
Here's a look at some of the campaign creative we're running: