2009 Winner – Sugar Daddy – StepChange Group

Working closely with the Tostitos & Facebook teams, we created an Amazing Race-style competition campaign for two $100,000 scholarships around the 2008 Fiesta Bowl. This was a national, integrated campaign program that included: – Set of custom Facebook Pages & Applications to manage contest & user-generated content – YouTube Channel for daily videos during the “race” – Integrated blog for each race team, with highlights and hooks to FB/YouTube content – Coordination with production team going across the country with the competitors – Culminated in national TV event during half-time at the Fiesta Bowl The concept was simple. Get the most rabid, dyed-in-the-wool fans to compete against each other for the chance to win a $100,000 scholarship for their school. We created Facebook applications to collect fans & contest info, a short paragraph about why they should be selected, and a photo showing their school spirit. We also created apps for the contest administration and a gallery to allow supporters and friends to view and comment on the teams. Two teams were selected a few weeks later, and they began a cross-country challenge that started in NYC and ended at the Tostito’s Fiesta Bowl on game day. Throughout the challenge, they were filmed and wrote updates about their experience on the Facebook fan page. Tostitos and Facebook were thrilled with the results of the largely grassroots marketing effort: Here are the raw numbers. * 17,779 people became fans of the Facebook page in only 3 weeks * 56,531 page views * 39,477 unique visitors * 597 wall posts * 1098 entries with photos for the contest * 1925 entries to the contest were shared with a friends …and more than 13,000,000 "Social Impressions" were generated through the Facebook applications.

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