Brazil’s Gol Airlines created a simple Facebook competition to grow their online community and raise brand awareness in the highly competitive airline market. Based on the insight that a trip is the most romantic Valentine’s gift that you can get they turned the Valentine’s weekend into a competition on their Facebook page with ‘Valentine’s flight’.
Throughout the weekend a series of images showing empty seats were uploaded to the Gol’s Facebook page, before every image a wall post would hint that the photo was about to appear. Users were encouraged to refresh the page until the image was posted. The first users to see the image and type in the seat number as a comment won a pair of return tickets to any of GOL’s destinations. As a result, the airline’s Facebook community grew from 12,000 to over 200,000, a great result in a short period of time.
I’m not really sure how this competition made it past the eyes of Facebook as it doesn’t follow their T&Cs but it’s a nice simple idea. This campaign was the work of Almap BBDO. Nice find Aden!
This completely goes against Facebook Ts & Cs!? If Facebook doesn’t enforce this I might as well start running competitions via the wall for my clients.
Nice idea.
We did a similar (naughty) Facebook promo in 2010 for V8 Supercars. You could win 1000 prizes in the run up to the Bathurst 1000. took their Facebook fans from 15k to 180K in 28 days and tonnes of engagement stats to build on for the 2011 and 2012 races.
Hey Rich,
Thanks for the comment. Did you guys ever get a knock on the door from Facebook?
My opinion is that Facebook has to shut down every page that does this, or open it up for everyone to use the wall as the so choose… It’s not fair some agencies don’t abide by the rules and get lucky with crazy results, while others do and they get normal, solid results…
Not sure how they can police it, but there needs to be a police to terminate pages or remove the fans that were put on during the illegal campaigns to keep the playing field fair?! (end rant) haha.
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not saying that the campaign was not good (and I believe it doesn’t goes against FB Ts&Cs, mas for sure there was a lot of media (mktplace ads and other types) on facebook. that’s how brands are more often getting visibility for their campaigns, here in Brazil and all over the world.
I’m not sure that it does violate the FB Ts&Cs..
You’re not allowed to run the comp on your wall, but you’re allowed to through the photo app (which is what was done here)
Using their wall for to announce that a new photo was going up may be a bit cheeky, but I don’t think actually breaks the rules.
Aden,
I think we were lucky. Agree that they need to tighten it and understand your rant. But trying to police and think that communications is fair is a tough ask. Sometimes the world just isn’t fair.
Unfortunately, you are right, it’s far too tough to police, let alone be fair!
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Come on guys,
João Ramalho, I agree with you.
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