Can you imagine running a giveaway where the prize was an invite to buy something? Sounds crazy, right? Well, that’s exactly how OnePlus leveraged Rafflecopter, creating one of the largest and most successful social campaigns of 2014.
OnePlus is a technology company that’s taking the world by storm with their flagship smartphone, the OnePlus One. This android device only costs $300 (off contract) and has sold over a million devices since launching in the spring of 2014. Since then, they’ve gone from just a blip on the radar to distributing their product globally in which Rafflecopter played a pivotal role.
When OnePlus first launched in the spring of 2014 they didn’t have enough devices to keep up with demand. Rather than just opening up the floodgates to orders and running out of inventory almost instantly, David Sanmartin, Digital Marketing Manager at OnePlus, decided to use a series of Rafflecopter giveaways to help manage the phone’s launch. The prize of these giveaways was an invitation to buy the highly coveted device.
The benefits of this approach were three fold:
- First, this allowed them to have 100% control over their phone inventory. Rather than overloading their website and awarding the phone to the first few hundred people through the checkout process, everyone had an equal chance to obtain the phone. When OnePlus launched their product with a Rafflecopter giveaway rather than opening the checkout process, consumers flocked to the giveaway. They added fuel to the flame of an already buzz-worthy device, perpetuating the social engagement and fostering a whole new level of brand awareness.
- This set them up for success to turn interested website visitors into social brand advocates, forum contributors, and mailing list subscribers. For someone to be eligible to win an invitation to buy the device, entrants had to complete a series of actions through their Rafflecopter promotion. OnePlus utilized entry options that allowed their entrants to tweeting about the giveaway, visit their Facebook page, and joining their mailing list.
- The more tasks an entrant completed the greater their chances were to win an invitation to buy the OnePlus one. Structuring their Rafflecopter giveaway this way helped fuel engagement and acquire 40,000 new Facebook fans and Twitter followers. Additionally, OnePlus saw a 20% growth in their already substantial mailing list, and lastly, Rafflecopter helped drive traffic to the OnePlus website forums, generating over 31,000 new forum comments.
The brand awareness gained from the tens of thousands of entrants posting on social outlets was invaluable to the launch of their device. Rather than seeing thousands of tweets of people that weren’t able to purchase the device due to an overloaded website or lack of inventory, OnePlus observed thousands of social interactions from entrants hoping to have an opportunity to purchase the device. Additionally, this organic social engagement helped the launch of the the device gain coverage by media outlets like Forbes, Business Insider, Gizmodo, and CNN.