Off Broadway Shoes

A Star-Studded Campaign

Integrated Services
  • Facebook Promotion
  • Social Media Strategy
  • Point of Purchase Advertising
  • Interactive Game
  • Facebook Advertising
  • Website Design
  • Website Development
  • Logo Development
  • Facebook Integration
  • Email Marketing
  • Copywriting
  • Public Relations
  • Billboard Campaign
  • Social Media Outreach
Awards
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Building a superstar database.

Every brand needs online advocates in their toolbox. With that in mind, Off Broadway Shoes turned to redpepper for help in building their online fan base and e-mail database. The mission? To launch an integrated promotion with partner Sony Pictures in a way that would captivate existing fans and capture new ones. With the stars aligned and our feet planted firmly on Facebook, we set out to make a middle-ground budget work like a half million bucks. And so the Sparkle Red Carpet Giveaway was born.

A Glamorous Giveaway

We created a custom Facebook tab for the giveaway, which offered two tempting prizes. The first was a grand prize trip for two to Hollywood, VIP passes to the Sparkle movie premiere and, naturally, new shoes. The second prize — a trip to Hollywood for a shopping spree at Off Broadway’s Sunset Boulevard location –could only be won by playing Sparkle Spree. What’s Sparkle Spree? We’re glad you asked.

The Sparkle Spree Game

After contestants entered the red carpet giveaway, they could then play the Sparkle Spree game. Designed to enrich engagement with both the brand and the promotion, Sparkle Spree allowed players to build their ideal red carpet look. Shoe and accessory choices featured currently stocked offerings from Off Broadway. This placed their product front and center, and provided post-promo information about product popularity.

Spreading the word

Sparkle Spree amped up the share-factor by awarding coupons to those who shared their picks on Facebook. The result? Of those who entered, 31% shared. This beats the industry benchmark by 6%. Players were also vying to win $100 gift cards, awarded weekly throughout the promotion. On top of that, weekly shoe giveaways gave promo participants and current fans even more reason to stay involved with the brand on Facebook.

Social Outreach at its finest

Media dollars were limited, so we also had to think creatively about piquing as much interest as possible. With the celebrity buzz factor surrounding the film (Sparkle stars include Jordin Sparks, Mike Epps, CeeLo Green and the late Whitney Houston), we knew a shout-out from these superstars was just the ticket. We constantly monitored conversations taking place around Sparkle and tapped into nearly every one. The payoff? Our promotional tweets were retweeted by Jordin Sparks (2MM+ followers), Mike Epps (1MM+ followers), and several other celebs, not to mention Whitney Houston fan clubs. Wall posts with links were strategically placed on mega-popular Facebook pages, including Jordin Sparks’ page (1.4MM fans) and Jason Derulo’s page (Jordin Sparks boyfriend, 8.4MM fans).

Multiple Touchpoints

Offline components also played a role in the success of this integrated promotion. Point-of-purchase materials, outdoor boards, and bag stuffers fueled interest. Counter sign-up forms and QR codes provided alternate ways to enter from a mobile device, resulting in over 9,000 mobile page visits and nearly 4,500 additional entries.

Red-Carpet Worthy Results

On opening day of the Sparkle Red Carpet Premiere Giveaway, Off Broadway Shoes was the fourth-fastest growing Facebook page in the shopping/retail category. They walked away with over 20,000 new Facebook fans, nearly 8,500 new email addresses and upwards of 18.5MM impressions on Facebook alone. Did we mention it all happened in less than a month? Turns out success stories aren’t just for the movies.