Case Study Highlights
- 587 people entered the contest, for a total of 720 entries
- $3 Thank You voucher drove significant foot traffic for new coffee shop
- $1,200 in new revenue for CityBeat (for their first advertiser contest!)
San Diego CityBeat, a part of Southland Publishing, is a 50,000 circulation alt weekly in San Diego, California.
We developed a giveaway promotion with Bean Bar, a new coffee shop in San Diego, to build up excitement around their grand opening.
The Bean Bar sweepstakes ran for a month on our website, our Facebook Page, and Bean Bar’s Facebook Page.
In order to help people understand how serious the coffee shop is about their craft, the grand prize was an Exclusive Cupping Party for 4, where the winners would get a chance to taste a variety of coffees and learn to evaluate their aromas and flavor profiles. The grand prize also included a pastry pairing with the coffee and a swag bag full of Bean Bar merchandise and coffee.
Additional swag bags of Bean Bar merchandise were also given away each week as smaller prizes, to keep up a high level of excitement and anticipation for the duration of the long contest.
We promoted the contest with the following:
- 2 dedicated emails to a list of more than 23,000 people
- 1 promotional post on CityBeat‘s Facebook Page each week the contest was live (4 total)
- 1 month of online web ads with 5,000 impressions each week
The entry form included several survey questions to help Bean Bar learn more about their potential customer base and provide insights they could use to better target future marketing efforts:
- What is your favorite coffee drink?
- Do you like coffee? (Yes/No)
- Where are you from?
The entry form also included an email opt-in for Bean Bar, as well as optional Facebook Like buttons for both Bean Bar and CityBeat.
After people entered the contest, they were directed to a Thank You page with a contest-exclusive $3 voucher for Bean Bar, to encourage foot traffic right after the shop’s opening and make everyone feel like a winner. While people could enter the contest multiple times, only one voucher could be redeemed at Bean Bar per person.
Here’s a look at the copy we used on the Thank You page:
Thank you so much for entering to win a Bean Bar Exclusive Cupping (VIP Party of 4)!
Since we think everyone should be a winner, we’re offering you a $3 voucher to use towards your next purchase at Bean Bar. You will be receiving an email any minute now with a voucher that looks like this below. To redeem your $3 Voucher, simply print out that email and visit us at Bean Bar – 1068 K. Street in East Village.
Weekly winners will also get an opportunity to snatch up Bean Bar merchandise too! We appreciate your support and hope to see you at the cafe!”
People were able to enter the contest once per day, and received 3 extra chances to win every time someone else entered the contest through the referral link they were given on the Thank You page.
When the sweepstakes was over, we announced the winner with a post on our Facebook Page:
In all, 597 people entered the sweepstakes, with a total of 720 overall entries.
The contest generated $1,200 for CityBeat, and Bean Bar absolutely loved the promotion and is thrilled with the results. They had 3 people come in to use the $3 voucher from the Thank You page within an hour after the sweepstakes launched, and many more people came in with the contest-exclusive vouchers throughout the run of the contest.
Furthermore, Bean Bar has used the list of email opt-ins they received after the contest multiple times to send out their own promotional emails. For instance, they have a monthly Coffee & Art exhibit and have used an email to this list as a way to ensure that they fill the room.