28Mar
ZAGG iPad Giveaway

The ZAGG iPad Giveaway: A Study in Contest Success

ZAGG iPad GiveawayROI is the principle focus of the ZAGG Internet Marketing team. We constantly watch our key metrics and collect data to help us make decisions. If a campaign is meeting our ROI standards, we will not hesitate in extending it and we’ll look for ways to scale it.

Three days after the release of the first generation iPad, ZAGG launched the ‘iPad-a-week’ giveaway. It was the first test campaign and the beginning of a slew of profitable gadget giveaways that continues today. The giveaway exceeded all of our expectations.

12 Weeks of Christmas

(Numbers below are a comparison to same time previous year)
October 2010 – December 2010

  • 135% increase in website revenue
  • 133% increase in total site traffic
  • 117% increase in new site visits

12 Weeks of Christmas was our Christmas campaign in 2010. We gave way $24,000 worth of prizes to 78 different winners over a 12 week period. Participants entered the giveaway by giving us their email address. Additional entries could be earned by sharing the giveaway on Facebook and Twitter.

The results?

Nearly 340,000 shares on Facebook (including 9,000 shares in a single day) and over 213,000 shares on Twitter (including 6,400 in a single day). Overall there was a 452% growth in ZAGG Facebook fans, including adding almost 21,000 fans in a single week.

iPad-a-day Giveaway

(Numbers below are a comparison to same time previous year)
February 2011 – March 2011

  • 246% increase in website revenue
  • 369% increase in total site traffic
  • 265% increase in new site visits

After the success of the iPad-a-week and the 12 Weeks of Christmas, we wanted to test a daily giveaway. Participants could re-enter the giveaway daily by submitting their email address and sharing on Facebook and Twitter. Each day was a new opportunity for participants to visit to the website, enter the giveaway, and share with friends and followers.

We were pleased with the results of this giveaway. We averaged over 11,000 Facebook shares per day and over 6,000 tweets per day. We also saw that about 30% of the people who were sharing the giveaway had never before shared a ZAGG link. Not only were reaching a lot of people, we were engaging a completely new group of potential customers.

We were forced to discountinue this giveaway in March because of the scarcity of iPads. We simply weren’t able to find iPads to buy and give away. In December 2011 we did an iPad 2-a-day Giveaway for the entire month. It helped us reach new Q4 records in 2011.

iPad 2-an-hour Giveaway

(Numbers below are a comparison to Black Friday 2010)
Black Friday 2011 (Nov. 25, 2011)

  • 110% increase in website revenue
  • 909% increase in total site traffic
  • 336% increase in new site visits

Following the process we established with the 12 Weeks of Christmas and iPad-a-day, participants provided an email address to enter and shared on social sites for extra entries. Each hour, for 24 hours, eager iPad 2 fans entered the giveaway and shared on Facebook and Twitter. The result was a single day traffic record and the giveaway was a Trending Topic on Twitter in various locations. Additionally, the Black Friday campaign set us up for a record Cyber Monday sale that set a single day revenue record, increasing revenue 192% from the previous Cyber Monday.

These campaigns not only increased revenue and traffic, it also helped build our email list and Facebook following. Our email list has grown over 500% and our Facebook base has grown over 2,000% since we started the giveaways. We’re not only gaining email subscribers and Facebook fans, we’re turning them into customers. A recent study suggests that nearly 90% of our Facebook fans own at least one ZAGG product.

The giveaway model won’t work for everyone, but it works for us. And as long as the ROI is there, we will continue to give away gadgets. Right now, at least through April, you can go to ZAGG.com and enter to win a Kindle Fire. Each day is a new chance to enter and win. Don’t forget to share it on Facebook and Twitter for extra entries.

Takeaways for entrepreneurs and startups:

  • Focus on ROI and track metrics that matter
  • Find methods of growing your email list and social network subscriptions to bring in relevant potential customers
  • When you find a campaign that works, don’t try to “reinvent the wheel” each time. Build upon what is already successful

Did you enter the ZAGG giveaway? Do you have any plans to host your own contest now? Talk to us in the comments!

Drew ConradDrew is an internet marketing specialist at ZAGG, the #1 brand in mobile accessories. He directs all of ZAGG’s social media commerce initiatives and affiliate program. Drew is frequently invited to speak about internet marketing, including speaking at SMX Social Media, SMX West, and universities across Utah. Tweet him here: @DrewConrad

Share this Story

About Drew Conrad

Drew is an internet marketing specialist at ZAGG, the #1 brand in mobile accessories. He directs all of ZAGG’s social media commerce initiatives and affiliate program. Drew is frequently invited to speak about internet marketing, including speaking at SMX Social Media, SMX West, and universities across Utah. Tweet him here: @DrewConrad
© Copyright 2013, All Rights Reserved