Best Use of Game Mechanics (Gamification) in a Social Media Campaign← Go back to category
VH-1 Single Ladies: Single & Liking It, game mechanics
Team members: Jessica Park - Director of Promotions & Partnerships
About this entry
“Single Ladies” is a modern, sexy series set in Atlanta that explores the lives of three different women and their varying approaches to relationships.
To promote the premiere of the show and engage viewers with the characters, VH1 aimed to reach its viewers via social interaction. Taking advantage of the network’s existing social media presence, VH1 created the Single & Liking It photo contest app and hosted it on the VH1 Facebook page.
By catering to the growing interactivity of the “Single Ladies” target viewer (females 24-34), VH1 encouraged single women across the country to upload photo of themselves and their friends out on the town to the Single and Liking it Facebook photo contest and then invite all of their friends to “like it.”
The case for why this entry should win a Shorty
The participant whose group photo received the most public votes via Facebook won a $10,000 shopping spree to Bluefly.com and the ultimate VIP “Single Ladies” trip to New York City with three friends for a professional fashion photo shoot. These images were later put on digital billboards in Times Square and throughout Los Angeles. The winner also received a fashion consultation and personal styling session from Bluefly.com and designer outfits that included shoes, bags and accessories.
To promote the contest and “Single Ladies,” VH1 created a strong marketing campaign that stretched across different platforms including on-air, OOH, through partnerships with Yelp and Bluefly.com and through online and social media outreach.
-500,000+ impressions via ROS banners on VH1.com and MTV.com
-Exposure across VH1.com homepage, show page, and blog
-Contest inclusion in two targeted MTVN email blasts to 1MM+
-Contest promotion was included in Consumer Marketing media banners and SEM campaign.
-Ongoing weekly posts on VH1 and “Single Ladies” Facebook pages
-Tweets to 250,000+ VH1 twitter followers
-: 30 sec promo and graphics driving to contest with strategic placement in premieres and repeats
-Integrated mentions on VH1’s Big Morning Buzz daytime talk show.
-Integrated mentions on “VH1 Top 20 Video Countdown show
Throughout the Single & Liking It photo contest, a total of 6,000 entries were submitted and earned 76,000 votes. Single and Liking It generated more than 10MM media impressions.
VH1’s partnership with Yelp generated a total of over 1.6MM impressions while the partnership with Bluefly resulted in a total of 8.7MM impressions.
To enter the contest, participants were required to “Like” the VH1 fan page, allowing VH1 to capture and retain a 50K+ audience. From April 19 to June 22, there were 136,799 visits and 335,026 page views on the Facebook application.