Go RVing co-branded sweepstakes with prominent advertising partners reached large online audiences this summer, building RV travel’s appeal with key new prospects, RVIA Today Express reported this week.
Go RVing and Major League Baseball (MLB) paired RVing, the All-American mode of travel, with baseball, America’s pastime, to create the 2010 Ultimate RV Road Trip Sweepstakes in July.
The prize package included a 6-night/5-day rental of an RV provided by El Monte RV (fully decked out with extras), four tickets to see the Giants on Aug. 14, the Angels on Aug. 15, and the Dodgers on Aug. 17, plus airfare for four to San Francisco.
The culmination of Go RVing’s TV and online advertising buy with MLB, the sweepstakes was devised as a means to drive even more consumers from the MLB website to GoRVing.com and to capture sweepstakes entrants as qualified Go RVing leads. “This sweepstakes was an example of how integrating all aspects of online/social media can result in exposure topping 17 million impressions in a four-week period,” said Gary LaBella, RVIA vice president and chief marketing officer.
During the month-long entry period, baseball fans saw the sweepstakes prominently promoted on MLB.com’s home page. Of the fans who clicked on the sweepstakes page link, 48% entered the sweepstakes, nearly double the usual conversion rate for contests of this size. Once an entry was completed, consumers received a thank you message that provided a direct link to the GoRVing.com video page. Those who viewed the video were captured in the Go RVing leads database. An impressive one-quarter of those who visited the sweepstakes entry page signed up as Go RVing leads.
Additionally, the Ultimate RV Road Trip was promoted through an eNewsletter sent to over 1 million MLB.com subscribers. The sweepstakes appeared not only on MLB’s website, but on the homepages of each of the MLB’s 30 teams.
Free social media was also utilized to promote the contest, with MLB sending two Tweets to its nearly 1 million Twitter followers, plus multiple postings on its Facebook Fan page reaching over 3 million fans. Another 10,000 Facebook fans also received reminders about the contest on Go RVing’s page. The program was a fully-integrated online promotion utilizing paid and no-cost outlets.
History.com’s Ultimate RV Experience Sweepstakes
As part of Go RVing’s multi-faceted media buy with History, the Ultimate RV Experience Sweepstakes for a national park RV trip was heavily promoted in the early summer on History.com. Much like the MLB experience, the History sweepstakes was promoted with entry forms and editorial on History.com’s home page, through six co-branded eNewsletters to History subscribers, and through Go RVing’s Facebook page. Nearly one-quarter of the contest’s entrants opted-in to the Go RVing leads database.
As a result of its long-standing relationship with Meredith Publications, Go RVing also sponsored an RV Road Trip Sweepstakes online with Better Homes and Gardens this year. This was the fourth such sweepstakes with Meredith Publications.