Sweepstakes attracts 21,000 entrants, gets dealers involved
There’s no way to tell exactly how many dealerships sold Can-Am ATVs as a result of BRP’s recent 4x4x4x4 Sweepstakes on Facebook. But the reception from consumers was so strong that other BRP brands will likely see a similar promotion.
BRP recently gave away two Can-Am ATVs in the contest, and provided heavy emphasis on consumer interaction with local dealerships as part of the event. While the new owners of the all-new 2012 Can-Am Outlander 1000 XT and Renegade 1000 X xc can call themselves winners, the more than 21,000 consumers who entered the contest also were held in high regard by dealers.
The sweepstakes participants were required to interact with their local dealership to increase their chances of winning. And while some dealers might have needed to an abacus to figure the odds of one of their customers winning, suffice it to say they had unfamiliar faces coming through the door and sitting on their machines.
The contest ran on the Can-Am Off-Road Facebook page. Each participant received four entries for entering the contest. By becoming a lifetime fan of Can-Am on Facebook, they gained 4x4 or 16 entries. If they referred a friend who signed up, that’s another multiple of four, or 64 total entries.
Finally, by going to an authorized Can-Am dealership and taking a photo of themselves near a Can-Am ATV on the showroom floor or on outside units and posting that image on Facebook, they gained the full 256 entries (64x4). Those unable to take a photograph could write an essay of 100 words or more, in English or French, describing why he or she loves Can-Am.
“We’ve been putting a lot more emphasis on social media,” said Chaz Rice, manager of media and public relations for Can-Am. “We definitely view it as an important marketing tool and as a way to help spread the word for our consumers and increase pride of ownership. We want there to be a place where people can come and share their thoughts and their passion about the product, and even get some competitor owners there as well who see that this is a brand that views their consumers differently.”
Can-Am officials had seen the effectiveness of a Facebook sweepstakes with brands outside of powersports. Working in conjunction with Can-Am advertising agency Cramer-Krasselt, the Canada-based OEM enacted the months-long sweepstakes.
“An important element was to drive the consumer to their dealership, and whether they knew their was a dealership in their area or not, it helped reinforce that relationship,” Rice said. “We made sure to let our dealer network know that we would be driving people to the dealership and for them to embrace these people. Even if they’re not interested in buying that day, the consumers made sure they know there’s a dealership in the area.”
Rice noted that social media-savvy dealers had great success with reaching out to the brand’s new fans.
“The majority of our dealers saw the value in it. I know our sales guys were excited that we were driving people to our dealerships, not just keeping the names for ourselves, but keeping people active in the marketplace,” Rice said.
Based on the sheer volume of consumers who entered dealership and took photos of themselves on the ATVs, the contest achieved its goal.
“The numbers we saw showed us that this is something we should look into a little more. We’re going to do more sweepstakes with Facebook for other vehicles here at BRP. That was a first run, the formula that seems to work. There were enough visits that we definitely look at it as a positive investment,” Rice said.
And as dealers saw new faces in their stores, their sales opportunities increased.
“We wanted to get people into dealerships who might not otherwise have know they were there, and maybe in the future get a sale,” Rice said.