I’m not one to interact much with advertising on social media. Social media marketing is difficult to pull off–most people are annoyed or simply uninterested in being pitched a product or service on Facebook or Twitter. But the other day I came across an example of a company that seemed to get it right in a way that I haven’t seen before.
Enter FAGE.
I had no idea what FAGE was, but I clicked on a link that a friend had posted titled “Greek Getaway”. I thought they were going there on vacation and was interested to learn more because Greece is on my list of desired destinations. Interestingly enough, what I found when I arrived at their website was a chance to enter to win a trip to Greece, all expenses paid. Still not knowing what FAGE was, I clicked to enter.
This is where it got good.
A video of a stunning walk through a marble-white village on the island of Santorini overlooking a sky-blue sea with mountains billowing in the background immediately began playing. I was intrigued and wanted to view the other scenes, but here was the catch — I couldn’t proceed to the next scene without answering a question posted about their product. Eager to get to the next scene and find out more, I selected an answer, and the process repeated itself until I had watched 5 scenes and answered 5 questions. At this point I was entered to win the getaway.
So, what’s so special about a giveaway, you might be asking? Hasn’t that been done before a million times? Yes, but execution is everything. There are a few reasons why FAGE provides a particularly great example of social media marketing strategy:
1. Compelling — I wanted to click the link from Facebook because the picture and destination were beautiful, creating an enticing getaway that I actually wanted to win.
2. Pleasant — I voluntarily chose to continue entering the drawing and knew exactly what I was doing in the process. (It helped that the questions portrayed an enjoyable sense of humor)
3. No Tricks — The questions were straightforward and honest; they weren’t trying to trick me into anything.
4. Educational — By the end of the process I felt like FAGE was a quality product that I wanted to go buy. I learned a bit about Santorini too!
5. Viral — Friends were encouraged to share with friends.
6. Flawless Execution — If it had been a tacky video that didn’t load quickly, or if the navigation didn’t flow intuitively, I would have left and never come back
Last I looked, FAGE had almost 300,000 likes on Facebook alone. Not bad exposure for a yogurt company, huh? You can see it here yourself: http://www.fageusa.com/community/fage-greek-getaway/.
Oh, and the friend who’s link I clicked just bought me my first FAGE yogurt. It was delicious.
