Concept: Encourage brand engagement through a music focused sweepstakes leveraging sign-up forms and a photo hashtag submissions.
Objectives: Leverage a social microexperience to acquire new first-party data opt-in contacts/emails, create a deeper relationship and lasting impression with fans.
Use Case: Sweepstakes + Sign Up
As Kretschmar Premium Deli points out, Section K “isn’t just a place -- it’s an experience.” Kretschmar created Section K to offer their fans the chance to attend their favorite concerts throughout the year. The campaign is a unique experience providing their fans multiple chances to surround themselves with great music and immerse themselves in live moments they will never forget.
Kretschmar is capitalizing on multiple music events, including CMA Fest 2019, to offer their fans these exclusive experiences, and using engaging sweepstakes and UGC campaigns to select the lucky winners. You can check out their latest sweepstakes campaign HERE, which is helping Kretschmar capture valuable first-party data, whilst also building relationships with their fans.
DCI Score Overview
Kretschmar’s campaign is off to a great start and as their campaign runs (fans can submit entries until April 30), their DCI Score will be a combination of an Engagement Score (ES), which is a calculation of clicks, form entries, content entries, click thrus, and time spent, and a Virality Score (VS), which calculates social and content shares, earned reach and visits.
To see these best practices in action, check out Kretschmar’s microexperience here.