Industry Eye: Prospecting - SuperShoes.com Wins With Twitter Bingo
The Drag & Share feature allows consumers to hover over any product image on SuperShoes.com's show-all page, and then click, drag and drop that product and its link information into Facebook, Twitter or email forms. The #twitterbingo promotion asked consumers to drag and share five products on the site with hidden messages representing each letter in "BINGO."
Five shoes were selected by SuperShoes.com to star in the game, each on a different show-all page of the site. Programmers then modified the default message that appeared for these five styles when dragged into Twitter so each contained a product page link and a message that they were one of the five letters in B-I-N-G-O. The message for the first shoe said, "I'm playing #twitterbingo w/ @supershoes_com. Want an athletic style 4 summer? This 'OPEN-BACK' reps the letter 'O'! http://bit.ly/cUXiCI."
Entrants were shown how to use the Drag & Share feature and directed to each show-all page in succession. SuperShoes.com kept entrants engaged by dropping hints throughout the contests to help them zero in on the correct shoes.
During two separate games of #twitterbingo spanning less than two hours combined, the site tracked 300,000 impressions containing its brand name, almost half of which contained direct links to its site. "Because every tweet from a promotion entrant contained links to our site, we not only extended the reach of our message and our brand, but ensured we saw residual activity on the site," said Frank Malsbenden, vice president and general manager at Vision Retailing, SuperShoes.com's parent.