Rewarding Social Media Engagement for Red Heart Rum
October 19, 2012
Hellocomputer, one of South Africa's leading full service digital agencies and now part of the Draftfcb group, recently rolled out a new social media campaign for Red Heart Rum that harnesses the cool and trendy positioning of Café Racer styled motorcycles, made famous by legendary celebrities such as James Dean.
Centred around the grand prize of a customised Café Racer motorcycle, the ‘Style Your Ride’ campaign lives on Facebook, the brand’s core social media presence, and allows users to engage with Red Heart Rum by generating content in a fun and hands-on way.
Staying true to the brand’s essence of ‘Bold and Uncompromised’, the ‘Style your Ride’ promotion allows users to customise their own Café Racer style motorcycle using an interactive bike builder tool on the brand’s Facebook page.
Entered designs will be judged by legendary South African rugby player Victor Matfield, and one lucky entrant will win a Triump motorcycle that has been customised in line with their winning design.
The ‘Style your Ride’ bike builder, developed by Hellocomputer, is a Facebook application programmed in HTML5, and features 3D renderings of the various parts of a Triumph T100 motorcycle.
Users are able to customise the colours, decals and parts of the bike, resulting in over 30 000 possible combinations. Once they have submitted their entry, users are prompted to share their design with friends on Facebook, delivering a campaign that generates large amounts of talkability.
‘Style Your Ride’ has already seen a considerable amount of success, with over 5 000 customised motorcycles having been styled within the first three weeks. The number of fans on the Red Heart Rum page has increased by over 230% and, more importantly, and the number of people talking about the brand has increased substantially.
View the campaign here (https://www.facebook.com/RedHeartRum/app_118527194963151), but note it is only live till October 31, 2012 when the competition closes. Alternatively, follow the story on http://www.facebook.com/RedHeartRum.