Social Media, Contest and Email Generate 247,664 Web Visitors in 5 Weeks
By Anna Johnson on November 11th, 2009A recent case study published by MarketingSherpa indicates the power of combining email and social media in product launches. Just ask graphics technology vendor Wacom, which attracted nearly 250,000 visitors during a 5-week campaign.
During the 5-week, global campaign, the Wacom team created a microsite to showcase a new product, the Intuos4 pen tablet. Among other things, the microsite – which could be tailored to the visitor’s country and included a video of the product – included a ‘share this’ link enabling visitors to share the microsite with top social networks, such as Facebook, LinkedIn and Twitter.
Wacom also ran a contest at the popular graphic design site, deviantART.com (which has around 8 million registered users), in which the company offered giveaways of the Intous4 tablet, as well as cash prizes, for the best user-submitted ‘good vs. evil’ animated stories.
Not only did the contest generate buzz at deviantART.com but it was also mentioned on two other designer-focused sites, ConceptArt.org and CGSociety.org. Overall, the contest attracted 9,000 entries and 2 million page views on Wacom’s Intuos4 microsite.
The third element of Wacom’s campaign was a 3-part email sequence that aimed to generate visits to the microsite. Wacom sent these emails to its house list (80 percent of the distribution list) and to a rented list. The email campaign led some 19,000 visitors to the microsite.
Overall, the campaign attracted 247,664 visitors to the microsite and was deemed a massive success by Wacom.
