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case study - 'Your Design, Our Shine'
In the leadup to this year's Bullrun Rally, TPI worked with longtime-client and Rally sponsor, Black Magic Car Care to hatch a plan that would promote Black Magic's involvement by giving fans a way to participate in the Rally firsthand through a unique, branded experience. What we came up with was a little something called, "Your Design, Our Shine."
At www.yourdesignourshine.com, automotive fans and creative minds alike were given the opportunity to design the Black Magic Rally Car--a sweeeet 2011 Shelby GT500 Convertible--for Bullrun 2010. So as to be as inclusive as possible, we designed the contest and the site to allow participants to submit both hand-drawn and digital designs made from scratch or using templates provided from our online "tool kit" as a starting point. Submission required a quick registration on-site, after-which designs could be uploaded instantly and appeared in the gallery shortly thereafter.
To further increase word of mouth for the contest and encourage participation, the four final designs were chosen by popular vote on the site. Contestants were prompted to get out the vote by spreading the word on Twitter and Facebook, where a Facebook ad campaign was run to further rouse participation.
Voting on the site required a quick registration, after-which participants could cast up to 10 votes for 10 different designs each day, every day for the duration of the contest. The top four finalists received artistic renderings of their design from one of four professional automotive artists we partnered with for the promotion. The grand prize winner, chosen from the top four vote-getting designs by Bill Goldberg, won a trip to New York to see their vision live at the starting line of the Bullrun Rally!
The promotion ran for nearly two months from April to June. By the time the winner was announced on June 30th, nearly 150 original designs had been submitted for consideration and almost 1,500 registered users had cast some 8,769 total votes. The site itself pulled in over 17,000 visits and boosted traffic on www.blackmagicshine.com by over 50%.
In addition to inciting chatter on dozens of online forums, the promotion helped Black Magic to boost their social media standings considerably. Facebook fans increased by 52%, followed by a 13% bump in YouTube subscribers and an 8% increase in Twitter followers.
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