Media Logic Leverages Giveaway Promotion to Engage Cabela’s Facebook Users During Holiday Season

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Cabela's social promotion encouraged engagement with customers, provided viral sharing of content and drove traffic to Cabelas.com during the critical Q4 holiday shopping period.

Media Logic, a nationally recognized agency specializing in marketing for a social world, recently concluded its “Gone Wishin’ Gift Giveaway” Facebook promotion. The promotion, designed to drive engagement with customers, provided viral sharing of content and drove traffic to Cabelas.com during the critical Q4 holiday shopping period.

“Gone Wishin’ was a vehicle for highlighting Cabela’s products as gift ideas during the holiday shopping season and successfully converted the traditional shopping process into a social experience shared on Facebook,” said Derek Fortna, Cabela’s Internet marketing manager.

The promotion encouraged fans of Cabela’s to create a short “wish list” of items to share with friends and family. The winners – more than 90 in total – were selected at random each day of the promotion and won an item from their list. “Gone Wishin’” resulted in a surge of interest and engagement for Cabela’s – the brand’s Facebook page received nearly 17,000 new Likers during the promotion, and the giveaway garnered more than 6,500 entries.

“Giveaways are one of a handful of essential promotions in the retailer’s social marketing toolbox designed to drive engagement,” said Ron Ladouceur, Media Logic vice president and creative director. “Cabela’s customers have a unifying thread – a love of the outdoors – so we already have a natural community affiliation. Our promotions are designed to use the Cabela’s community to amplify the brand’s marketing and advocate on behalf of Cabela’s.”

To attract fans and followers and encourage them to participate in a cooperative marketing effort, a brand must offer something of value in trade. In the case of the “Gone Wishin’” promotion, it was product giveaway. Other types of promotions retailers benefit from are behind-the-scenes or insider access opportunities (including early notification of sales, the arrival of a desired product line or access to an exclusive event) or self-promotion opportunities (such as the ability to post a picture of family or the latest hunting or fishing trophy to a brand’s Facebook wall, or the chance to star in a brand’s advertising).

Current Media Logic promotions for Cabela’s can be found at http://www.facebook.com/cabelas.

About Media Logic
Media Logic is a nationally recognized and award-winning agency specializing in marketing for a social world: branding, social promotions, influencer marketing and managed community marketing. For more information, visit http://www.mlinc.com or @medialogic on Twitter.

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Jason Jansky
Downing Street Communications
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