DeviantART contest drives 16 million impressions, according to the companies.
While a lot of ad campaigns are using Facebook as a hub nowadays, some brands are testing other potential Internet nerve centers. For instance, Dr Pepper is near the end of a campaign on the visual artists' site deviantART.com that, according to the two companies, generated nearly 16 million impressions across the web.
They encouraged the site's 18 million registered users to submit designs for a Dr Pepper-themed outdoors mural. Starting on Sunday, the contest winner's piece (image, above) will appear for a month on a wall at a busy corner in Brooklyn, NY's trendy Williamsburg neighborhood.
The triumphant artist, Rey Jawahir of Hillsborough County, FL, won a grand prize that includes a trip to Brooklyn to see the mural, $3,000, an iPad, and various deviantArt.com-related perks. Second- and third-place prizes ($1,000/iPad and $500/iPad, respectively) were also part of the contest to drive participation.
A total of 2,105 entries were submitted in the three-week run. DeviantART.com recorded nearly 314,000 page views for the submissions. And according to the companies, the overall campaign analytics showed that the contest entrants pushed their mural ideas via Facebook, Twitter, MySpace, Live Journal, Stumbleupon, and Reddit to the tune of about 15.9 total impressions.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014