To accomplish this, we took a targeted, demographic-specific approach. By targeting both Facebook fans and Twitter followers, as well as fans of the bands that were scheduled to play throughout the season, we built a strong foundation of followers that felt genuinely engaged with the series.
To take advantage of that foundational success, we had our social media marketing team come up with two contests: one themed around trivia and one themed around photos. We used the trivia contest approach and conducted it during the days preceding each concert. A few days before the show date, we asked fans and followers questions via Twitter, prompting responses using the @Artpark Twitter handle, as well as the hashtag for that night (i.e., #ArtParkWed).
By using this contest structure, we incentivized not just participation, but true engagement. The participants were genuinely excited to be a part of the process. The winners were quick to tweet their gratitude and excitement for the show, tweeting before, during, and after the music. Even some participants’ friends chimed in on the conversation as well. We loved engaging with the audience in this way, and we loved the return on investment it brought for Artpark even more. Using this Twitter marketing strategy, we saw them achieve a 2,164% increase in total mentions and a 7,779% increase in retweet reach. This was a truly cool project to be involved in, and we couldn’t have been happier to team up with another local company to achieve such resounding success.