Go RVing’s first-ever national RV giveaways, conducted in partnership with Great American Country Network (GAC) and Outdoor Channel this spring, generated significant consumer interest while also providing impressive results for the national advertising campaign.
According to a press release, the two sweepstakes combined to draw more than 811,000 entries and yielded 46,329 leads for the Go RVing effort from entrants who opted into receiving information from participating Go RVing dealers, manufacturers and campgrounds.
“The Ultimate Country Music RV Giveaway” sweepstakes with GAC offered entrants the chance to win a 2012 Lance Camper Ultralight 1685 travel trailer as the grand prize along with two VIP tickets and backstage access to the CMA Festival in Nashville in June. Running from March 1-April 16, it drew 646,714 entrants, of which 122,376 were unique entries, and generated 23,156 opt-in leads. According to GAC, these results represent “a huge success for a custom sweepstakes.”
As part of the GAC partnership, two 60-second vignettes featuring country music artist Chuck Wicks enjoying RV getaways in the prize model Lance travel trailer aired on GAC. Go RVing also has a branded “On-The-Road-Guide to Summer Hot Spots” special section in the June People Country magazine (available on newsstand now). Featuring a country-music theme, the six-page custom section promoted the sweepstakes and RV travel. Details about the sweepstakes, Go RVing interactive banner ads, information on RVing, and the Chuck Wicks vignettes were featured on GACTV.com.
Go RVing’s “Spring Fever” sweepstakes with the Outdoor Channel attracted 165,000 total entrants, of which 31,217 were unique entries, and accounted for 23,173 opt-in leads. This contest ran through April and featured a Columbia Northwest 2012 Somerset OR12SD off-road folding camping trailer as the grand prize.
The promotion included four custom RVing vignettes featuring Outdoor Channel talent Pat Reeve and Nicole Jones, host of the hunting show Driven, and Mark Zona, host of Zona’s Awesome Fishing Show. Outdoor Channel also promoted the sweepstakes and the benefits of RV travel to audiences through outdoorchannel.com, their social media outlets, and targeted emails.
“We were very pleased with the success of our first national RV giveaway sweepstakes,” said RVIA Vice President of Public Relations and Advertising James Ashurst. “These two promotions were popular with the public and helped spread our key messages about RVing with receptive audiences. The amount of leads created by the sweepstakes was particularly encouraging.”
Lance Camper Manufacturing Corp. and Columbia Northwest Inc./Aliner were selected to provide the grand prize RVs through a lottery in January of RVIA members who offered a unit for the two sweepstakes.