For the second year in a row, McGeorge Toyota in Richmond, VA launched the McGeorge Court Shot, a social media campaign offering a Virginia Commonwealth University student or alum, that could make a half court basketball shot, a new 2015 Toyota Camry.
The main goal of the campaign was to increase brand awareness of the dealership, create advocates for McGeorge and drive traffic to their website, which would, in turn, sell more Toyotas.
By simply asking for Twitter users for a retweet and having Facebook users tag the names of two people they would like to take to the game if chosen, over 8,000 total impressions accumulated on Twitter and an engagement rate of 15% rose on Facebook in less than one week (five days total). McGeorge Toyota’s strategy of having people use Facebook to tag the names of their friends was an easy askand helped engage users who had previously not liked McGeorge on Facebook.
For the very first McGeorge Court Shot in 2014, the dealership asked students and alumni with “VCU” decals on their cars to snap a selfie in front of it and include the hashtag “#McGeorgeCourtShot” as a way of entry. Entries were steady and participates got creative (one user hung his VCU license plate from the neck of a snowman he had created as a way to enter). Learning from that experience was the perfect way to create the best contest possible for the following year.
Not only was this contest fun for the social media users involved, but it earned McGeorge Toyota unique exposure that so many other dealerships in the Richmond area couldn’t get if they paid for it.