4. Campaign Overview
• Social media campaign featured on Facebook; fans participated in a
sweepstakes by selecting their favorite video for a chance to win a trip for
two to Norway.
• This campaign gave users the opportunity to view and interact with video
clips focused on several different Norwegian activities.
• Sweepstakes conducted for 8 weeks, October 7th through December 8th
• Participants were encouraged to publish a personalized news feed on their
walls and invite their friends to enter the Sweepstakes
• Impressions were amounted via a combination of social network
communication channels including posts, feeds, and invites
4
6. Campaign Performance
Campaign Elements
Stats
Fan Growth During the Sweepstakes
6,000
Application Installs
2,426
Invites Sent
2,327
# of Comments
1,250
# of Contest Entries
1,347
• Strong fan growth for a very targeted market; fan growth was 4x number of
entries
• More invites sent than contest entries
• Almost every contest entry included a comment
6
8. Demographics
• Almost equal number of male vs. female
• Highest number of participants came from Germany and UK
*Data excludes users who do not specify: Age, Location, Sex
8
26. Conclusion
• The Norway Adventure Campaign helped establish a strong community of
Norway-lovers across multiple countries through
» Engagement application and video sweepstakes integration into Page
» Paid media campaign on Facebook and banners for campaign on VisitNorway.com and
partner sites
• Contest entries were moderate but sharing and interaction was high
» There were actually more invites sent than contest entries, as users shared this with friends
who might be interested in winning a trip to Norway
» There were almost as many comments as entries, showing high levels of enthusiasm
» The user comments were authentic messages about Norway seen by friends on Facebook
• Visit Norway – official travel guide increased by 6k fans during the
campaign and is seeing good levels of interaction on Page and with posts
» Fan growth was 2-3x normal rate during contest duration
» Lasting community consists of enthusiastic fans who share their love of Norway and who
will continue to enter contests and post pictures on the page, creating ongoing viral spread
of the Norway Global site
26