Paczkomaty 24/7 is a system of post office boxes allowing for collection of parcels at any time. In spring 2010 InPost Sp. z o.o.-- the service operator ordered WeAreMedia to prepare a campaign which would:
• successfully introduce and explain the Paczkomaty 24/7 service-modern and convenient form of delivery of goods ordered at online shops.
• build brand awareness of the Paczkomaty 24/7 among the Poles who are more and more willing to buy in online shops.
• increase the number of Paczkomaty 24/7 fans of the Facebook.com fan page in order to interact with as many consumers as possible. As of the launch of the campaign the number was merely 299.
Paczkomaty are located in ca. 300 spots in larger cities around the country,but not many people(including those who shop online regularly) knew what they were and what they are used for.
The target group of the Paczkomaty 24/7 service (i.e. online shoppers between the ages of 18 and 35) matches the largest group of Facebook users in terms of demography. Since the last quarter of 2009 Facebook has been experiencing a dynamic growth in Poland. Facebook gave the opportunity for branding the service through interaction and experience with a virtual Paczkomat. This fact helped produce the idea of "Paczkobranie" -- a contest taking place entirely on Facebook. Its core was the application prepared by WeAreMedia and integrated with the social network.
How it worked
The Paczkobranie contest on Facebook took place in subsequent editions the duration of which was 3 to 7 days from June 22,2010 to August 16,2010.
Facebook users learned about new editions of the contest and the winners from the news posted on the Paczkomaty fan page and from personalised e-mails--the condition to be met in order to take part in the contest was to agree to be sent email correspondence from the Paczkobranie application.
The task was simple--point to one of 80 boxes of the virtual Paczkomat and find the hidden prize. First person to find the right box was the grand prize winner.Next contestants to find the boxes won additional prizes.
The only condition to be met to take part in the contest was to invite at least three Facebook friends to join the game.This mechanism ensured viral growth of the contest-application.
Each user had one chance to choose a box, unless after having made the first choice the user decided to invite at least five friends.This would give the user another chance to pick the box and double the chance of winning.
As Paczkomaty are only a "bridge" between online shops and their clients, the objective of the contest was also to engage those shops which offer delivery of purchased products to a Paczkomat.
The prizes in Paczkobranie were not a mere "bait", a way to "buy" fans or a form of "giveaway",but they were intrinsic to the idea of the Paczkomaty,as the devices are used to send parcels with goods which were most likely purchased in online shops! Therefore the organisers decided to involve the service partner shops and let them sponsor the prizes.The prizes in each edition of the contest were sponsored by a different shop.This created a win-win-win situation in which everyone was the winner: the consumer--Facebook user(with good fun, excitement and a chance to win valuable prizes), Paczkomaty (majority of the contestants learned about the service for the first time) and the partner shops(being given the opportunity of branding and offering their products to the increasing number of the Paczkobranie contestants).
Results
• Number of Paczkobranie contestants - 320 000
• 11% of Facebook users took part in Paczkobranie
• Number of Paczkomaty 24/7 fan page fans - 184 515
• 6% of Facebook users became fans of Paczkomaty 24/7 fan page
• Number of invitations sent by the application -- over 1 200 000
• Number of e-mails sent to Paczkobranie contestants - over 2 000 000
• Over 62 000 visits to Paczkomaty.pl website directly from the contest application.
Users' involvement -- posts on the Paczkomaty 24/7 fan page on Facebook.
Throughout the entire campaign, between 08:00 and 24:00, the Paczkomaty 24/7 fan page on Facebook was a platform for a very lively interaction with the fans -- portal users. What is important is that their questions regarded not only the competition but the service itself, its parameters (how to send parcels, how to collect them, prices, sizes, etc.), location of the paczkomaty; the users also provided suggestions on how to improve the service. Thanks to this two-way communication many users got involved in the discussion and/or the contest, and those consumers who were more skeptical got convinced about the service.
Total number of comments, interactions and posts by the fans on http://www.facebook.com/paczkomaty during the campaign amounted to 12 075.
The campaign Paczkobranie remains an unbeaten record on Polish Facebook.
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Social Media Marketingby k2internet12,683 views
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