Black &  Decker challenged Netplus to generate awareness, consideration and purchase intent for the 2011 Holiday Season’s newest tools, planting the idea that these products make great gifts in consumers’ minds.

Having built a sizable Facebook page audience over the course of the year, we engaged the brand’s established community there with a custom Holiday Match and Win Game app and promotion. Daily plays enticed consumers to win 1 of 16 prizes that were featured in the Facebook Holiday Gift Guide. Game play was simple and fun, with two tries to match two tiles.

Extension for organic growth included the chance to earn extra plays for sharing the promotion on players’ Facebook walls, reaching family and friends. In addition to this organic incentive, game participation was also driven with a highly-targeted Facebook ad campaign and blogger engagement.

Six weeks later, over 58,000 unique participants had played, each an average of almost 4 times which generated over 145,000 Facebook wall shares. The whole campaign translated to several million brand and product impressions. We also drove over 20,000 Holiday Gift Guide product views, and doubled the brand’s Facebook fans to just under 100,000, strengthening the foundation for future social media efforts.

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