The following guest post was submitted by Angelique LeBlanc of Cox Communications.
Can businesses increase the use of products and services while meeting specific social responsibility goals? Moreover, what could this type of campaign look like?
In 2014, Cox Communications Virginia was met with this opportunity: How can we drive visibility and customer usage for a new product, connect the campaign to our community philanthropy goals, and support nonprofits while bringing some exposure to local small businesses – and make it fun and engaging?
The solution: An interactive scavenger hunt involving social media.
A total of 14 clues were e-mailed to the participating nonprofit organizations and also posted to our local website. We worked with a third-party company that specializes in creating scavenger hunts to create clues that were imaginative, challenging and fun. Teams then had two weeks to locate each hotspot and post a photograph for each clue to Twitter. They earned points based on the content and timing of their tweeted photographs.
We specifically had each clue lead to a location near a Cox WiFi hotspot that was either at or near Cox Virginia’s business clients in the Fredericksburg area. This allowed us to build relationships with the businesses but also give our business clients an opportunity to support their community alongside Cox.
Once the competitors found the hotspot, they needed to take a photograph and post it to their own Twitter pages while using “@CoxVA,” “#CoxVAWiFi” and “#Contest.” By mandating that the organization tweet in a specific way, we were able to reach their audiences as well as Cox Virginia’s own Twitter audience.
The WiFi scavenger hunt exceeded our expectations. Thirteen nonprofit teams registered for the hunt, with seven teams actively participated in solving clues and tweeting. Not only did the event help us generate great engagement on Twitter – 115 tweets reaching more than 27,400 accounts – but Cox WiFi usage in the Northern Virginia market reached a new daily high and total WiFi usage during the hunt increased by nearly 10 percent.
But by far, the best result was seeing all the participating teams network at the reception announcing the winner, Fredericksburg All Ages.