VH1’s Single and Liking It photo contest was designed to generate buzz prior to the launch of the new television program ‘Single Ladies’. The campaign consisted of a Facebook contest application that allowed users to submit photos of themselves and their friends out on the town. The photo with the most votes won a prize package that included a trip to New York City. Both the contest theme and prize engaged the target audience, North American women aged 18-34 — a demographic that is known to use Facebook more so than others.
The Facebook application incorporated custom sharing features that allowed users to post to their wall as well as to their friends’ walls. An interactive heat map and tagging, commenting and voting features all helped to increase interaction between friends and fellow contestants throughout the contest. These social elements, along with integrated marketing initiatives and leveraging of a strong TV viewership, contributed to the campaign’s success.
As project manager, I lead our internal production team of four to complete the app build on the memelabs platform, which included two customizations (Google Maps API-integrated heat map based on volume of entries per location, and the new addition of social sharing via Facebook after submitting an entry). Client facing communication and status calls were shared between myself and an account manager. In addition, I worked with two social media community managers to conduct an extensive blogger outreach campaign to promote the contest.
- 2011 Forrester Groundswell Awards: Business to Consumer North America Finalist “VH1’s Single and Liking It Photo Contest by Invoke and memelabs”
- Invoke Blog: Memelabs a Forrester award finalist
- Invoke Blog: No need to put a ring on it, just ‘Like’ it
- Invoke Blog: Integrating television and the digital space with VH1
- Invoke Blog: Single Ladies garners a Mark Award nomination for memelabs contest
VH1’s Single and Liking It has been one of the most successful Facebook contests hosted by memelabs based on number of submissions, return visits, number of votes, and number of comments. The Facebook contest application went live on April 19, 2011 and closed June 22, 2011. In the span of the 65 day campaign, there were:
- 5,731 photo submissions
- 7,718 user generated comments
- 76,006 votes or “Likes”
- 51,409 total app installs