Advertiser: SONIC DRIVE-IN
Agency: GOODBY SILVERSTEIN & PARTNERS, HOOK
Category: Best Use of Social Media
Strategy
When you host a hot dog sale on an unusual holiday like Groundhog Day, it calls for an unusual promotion. So we came up with a LIVE PSYCHIC GROUNDHOG.For three days on Facebook and Twitter, fans could log on to the Live Groundhog Predict-a-thon, ask questions about their future and receive a personalized response. Behind the scenes, a webcam, a guy in a groundhog suit and a team of writers entertained fans while reminding them about the half-off footlong offer.
Effectiveness
•Average engagement time of more than three minutes•More than 2,700 questions asked and predictions made•More than 97,000 interactions•122% increase in web traffic•331,000 social media impressions•1,910,643 owned impressions •23,901,993 earned impressions
Execution
The Live Groundhog Predict-a-thon unfolded in real time on Facebook and Twitter. When people asked the groundhog a question, it was posted on their wall and broadcasted to their friends. If someone asked us a question through Twitter, we responded directly to their Twitter profile. At the end of each day, we created a highlight video and shared it with our 2.3 million followers on Facebook and on our YouTube channel. The Predict-a-thon was promoted through TV bumpers and radio ads, all driving traffic to the social experience.