"Be a Jockey For a Day" campaign
About the Campaign:
The campaign goal was to raise awareness and promote sales of the first graphic novel of the Mine That Bird Trilogy, a series based on the true story about a race horse that beat the odds and won the Kentucky Derby in 2009.
The campaign needed to generate awareness and excitement for the “Mine That Bird” story, while also capitalizing on the large group of loyal horse racing fans.First, we developed and designed a web site that mirrored the look and feel of the graphic novels to be a base portal for the campaign. The web site was created to convert: large call to action buttons were evident on the home page so anyone who visited could buy the graphic novel in one easy click. In addition, web site visitors could “sneeze” (share) the message via their Facebook Wall or Twitter feed to be entered in the 'Be a Jockey for a Day' contest, which included an all-expense paid trip to New Mexico to meet Mine That Bird. We also created a Facebook app that mirrored the design of the web site and allowed people to 'share to enter' the contest via Facebook.
By using strategic messaging and Facebook advertising, we promoted the Mine That Bird Trilogy while also engaging and quickly growing the Mine That Bird fan base. These Facebook tactics, in addition to the Be a Jockey for a Day contest, ultimately increased the Mine That Bird fan base to more than 37,000 fans and growing.This campaign far exceeded expectations in less than two months:
• more than 2,000 graphic novels purchased
• grew fan base to more than 37,000 fans (increase of more than 36,000 Likes)
• according to Facebook Insights, new Likes increased by 86,430% since campaign started
• average of 125 Likes, comments or shares per post on the Mine That Bird Facebook Page
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