Customer Retention: Cabela’s Leverages Social Promotion to Drive Customer Engagement
Cabela's, a cross-channel retailer of hunting, fishing and outdoor gear, launched a Facebook promotion in March around its TV show "Ultimate Adventures" and its Outdoor Adventures travel program. The promotion was designed to drive customer engagement.
To enter the contest, Cabela's customers were asked to post to the brand's Facebook page photos of their "Ultimate Outdoor Team" — e.g., a couple, father/son, two friends or any combination of customers — and a paragraph on why they believe they're the ultimate team. The 10 entries with the most votes from other customers advanced to the finals, where a celebrity panel of judges, including members of Cabela's pro staff, picked the grand prize winner of a 10-day hunting and fishing trip for two to New Zealand and the chance to be featured on an episode of "Ultimate Adventures." Other prizes included two $500 Cabela's gift cards for second through fifth places and two $250 gift cards for the remaining finalists.
"Cabela's existing customers are our best brand advocates," said Derek Fontana, internet marketing manager for Cabela's, in a press release. "Supporting their ability to share their experiences and engage others through social channels is an effective way to create brand affinity and loyalty. This promotion in particular is a great way of reaching an audience that includes more women and couples."
Cabela's received over 1,100 entries during the month-and-a-half-long contest, which it conducted with Media Logic, a social media marketing agency.
"Social promotions such as the 'Ultimate Outdoor Team' reinforce the affinity Cabela's customers already feel towards the brand," said Ronald Ladouceur, executive vice president and executive creative director for Media Logic, in a company press release. "We've designed the promotion to increase the likelihood that existing customers will amplify the brand to their own social circle."