A leading online retailer of technology products and accessories, Expansys was keen to increase its social media presence via Twitter and Facebook, and came to Edit for help.
The Design and Development team at Leeds-based digital agency, Edit, had been developing and testing a Twitter utility it came up with in 2009, called Competwition.
Previously controlled in-house and used by Edit specifically to promote clients’ brands and enhance their social media following, Competwition was officially launched on 1 June 2011 for use by any brand, anywhere in the world.
All brands need in order to set up their very own competwition a prize and a Twitter account, and all Joe Public needs in order to enter is a Twitter account – it can all be set up and managed by the brand through competwition.com, and Competwition’s dedicated manager, Fiona Dunphy, ensures that every brand gets the very most they can out of its competwition before it goes live.
When Twitter users enter a brand’s competwition using their Twitter login, they automatically follow @[the_brand] and @competwition, while also automatically tweeting to their followers about the competwition they’ve just entered.
In this way, then, the word of the brand’s competwition spreads virally, quickly building its Twitter following. Not only that, but as more people enter competwitions, @competwition’s following increases, meaning that it can reach more and more people as its following expands.
While several campaigns ranging from emails to onsite promotions and blogs did serve to steadily increase Expansys’ social media following, the company was keen to achieve more rapid growth, and thus decided to team up with Edit’s Competwition.
Expansys decided to offer the brand new Sony Ericsson Xperia Play smartphone as a prize. One of the hottest mobile phones available on the market, this prize would prove to be a great enticement for Competwition’s competweeps and soon-to-be competweeps.
@ExpansysUK then set about promoting its competwition to its existing followers as well as via its affiliate tech guru, Jason Bradbury, who produced a video review of the Xperia Play which included the link to the Competwition giveaway.
@JasonBradbury also tweeted out details of Expansys’ competwition to his Twitter followers on the launch date, which caused a huge surge of traffic to competwition.com due to the influx of people entering Expansys’ competwition.
The competwition ran from 1st March 2011 for just 28 days, during which time the company’s Twitter followers increased by a staggering 3539 people.
Expansys now has over 7000 Twitter followers and is able to tweet out its latest deals, offers and updates to twice as many people as it was able to before, all as a result of just one month-long competwition.