The agency
Lifecom Agency is an online marketing agency that works with sportsmen and women, celebrities, and FMCG companies. Jorge Lorenzo was one of its principal clients.
The agency is dedicated to the management of social media communications of brands, helping them meet all their communication needs with their followers and fans. It covers all fields of digital marketing and aims to improve the online positioning of brands, encouraging greater user engagement and loyalty. It also focuses on personal branding.
Lifecom wants their clients’ ideas to become reality, their clients’ followers to be well informed and their clients’ brands to stay top of mind with internet users.
The client
Jorge Lorenzo, Moto GP world champion in 2010, 2012 and 2015 with the Yamaha team, and 250cc world champion in 2006 and 2007. With a total of 68 victories, he is the fourth greatest driver in the history of motor racing.
At the moment, the official Facebook page of Jorge Lorenzo has more than four million fans (August 2021). During the promotion, his Twitter feed redirected users to the contest on Facebook.
The campaign
After reaching 2 million followers on his various social networking sites (Facebook, Twitter, Google +, Instagram and YouTube), the racer launched a campaign on his official Facebook page to raffle prizes. The aim was to thank his fans for their support.
Under the title, ‘Win one of Jorge Lorenzo’s 5 incredible prizes!’, the contest consisted of a raffle of five Jorge Lorenzo packs, including a signed helmet, a paddock pass to attend a MotoGP championship of the user’s choice, and a special edition watch. In order to take part, users had to invite their friends to also take part. Only those users who recruited at least four friends could enter the raffle. The winner of the contest, plus their four friends, each received a pack.
The Challenge
The main objective of this campaign was to thank Jorge Lorenzo’s community of followers for their loyalty. The racer wanted to offer them a series of fantastic, high-value prizes. The campaign had to involve the maximum number of followers – not only Facebook fans, but also those who followed the driver on other social networks.
With followers from 45 different countries, the official Facebook page of Jorge Lorenzo offers information and up-to-date content to fans in Spanish and English. The challenge was to organize a contest on the racer’s fan page that would reach all his fans, regardless of nationality. The promotion had to provide the same content in both Spanish and English.
The solution
The organizers opted for an Easypromos White Label promotion and used the following features:
- Easypromos Refer a Friend contest: the app selectes a winner from among that that recruited other participants.
- Multi-language support to display the same promotion in various languages.
Users registered by completing a simple registration form – they could then begin recruiting friends. They could send direct invitations, publish the contest on their Facebook wall or share their entry with their circle of friends.
To enter the raffle, participants had to get at least 4 of their friends to register too. This method provided users with a challenge and helped enhance the viral effect of the campaign:
Participants received a Facebook notification each time one of their friends accepted their invitation and registered in the contest. Users could also access the application on the racer’s fan page at any time to see their recruited users and check the progress of their participation.
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The multi-language support of Easypromos White Label enabled the promotion to be set up in both Spanish and English. English was the application’s default language. This way the promotion was shown in English to all users who did not have Spanish as their Facebook language.
The benefits
The campaign had more than 5,000 unique participants, of which 60% came from recruiting actions.
Thanks to this contest, Jorge Lorenzo’s fan base was increased by 1,959 new followers. The campaign didn’t only impact the existing fans, but it also reached new users.
