A case study for a very successful crowdsourced Facebook contest for adventure company Tusker Trails created and executed by Out&About Marketing.

1. FA C E B O O K C O N T E S T
C A S E S T U D Y
T U S K E R T R A I L

2. G O A L S
• Generate emails from Facebook Contest to be used
for lead gen with follow up email marketing
• Increase exposure of Tusker Trail brand to relevant
audience
• Position Tusker Trail as innovative leader in the
adventure travel category in the social media space

3. • A Facebook contest was created
crowdsourcing people’s votes for
Tusker Trail’s next trek
• People can vote and after voting
they were encouraged to submit
their email address to win a free
trek to 1 of 4 destinations
• Shortstack was used as the contest
platform.
• Contest lived on Facebook and was
integrated on the Tusker website

4. T O TA L R E S U LT S
• 1,817 unique emails
• 16,174 views to contest
• 4,622 votes
• 353 Facebook likes from the contest

5. D E S T I N AT I O N R E S U LT S

6. C O S T
• Trek to Bhutan (internal cost)
• Offer for $1,000 in Mountain Hardware gear after the
contest
• Facebook advertising cost $3,286 (include video cost
ad for announcing the winner)
• Contest management time

7. FA C E B O O K A D C A M PA I G N R E S U LT S
• Time period: Sep 12 - Oct 31
• Reach (people): 121,282
• Impressions: 298,255
• Clicks: 12,848
• Unique clicks: 6,773
• CTR: 4.31%
• Unique CTR: 5.56%
• Cost per click: $0.26
• Cost per page engagement: $0.30
• Placement: newsfeed, mobile, right-hand side (very small buy) and external partners
• Best performing ad: Eddie’s video

8. FA C E B O O K A D E X A M P L E S
B E S T P E R F O R M I N G A D S

9. M A R K E T I N G E F F O R T S
• Contest was posted on the homepage
of tusker.com and on all pages
• Email newsletters were sent out to
people - past customers and email
database
• PR effort
• Display ads were created for search
engine marketing
• Organic social media posts on
Facebook, Twitter, Google+
• Blog entry

10. R E G I O N A L P R E F F O R T
• Reached out to industry media
and local Reno-Tahoe media.
• about.com Adventure Travel
News roundup and The
Adventure Travel blog. Both
features were retweeted to over
7,000 Twitter followers and
share with adventure travel
Facebook fans. Blogger
decided to join Tusker on their
Valor climb.
• National outlets such as
outside.com and Travel&Leisure
found the contest more
promotional than newsworthy.

11. L O C A L P R E F F O R T
• A few local news outlets and companies were
contacted to share the contest with ready to share
social updates.The companies below supported the
contest with social posts.
• Redemption Sports
• Tahoe Television (Eddie Frank conducted a live TV
interview)

12. W I N N E R
• A winner was selected at random using Random.org
from all contest entries and submissions to Tusker Trail.
• Winner was announced with a combined video from
the founder and the winner.

13. L E S S O N S L E A R N E D
• Organic Facebook engagement was fantastic during
the contest.
• Facebook’s changes on ad creative contributed to
additional efforts once the campaign has started.
• Video advertising and native video seem to work really
well for Tusker Trail.
• Have follow up offer and initiate email marketing upon
announcing the winner.

14. C O N TA C T U S T O G E T Y O U R
FA C E B O O K C O N T E S T S TA R T E D
W W W. O U TA N D A B O U T M A R K E T I N G . C O M