Over the past several years, we’ve seen many companies use Rafflecopter to better power their giveaways. Today, we want you to meet our friends at Webroot. The Broomfield, CO based company utilized Rafflecopter as the foundation in which they launched a completely new product, SecureAnywhere AntiVirus, an anti-virus software targeted at gamers.
Their Rafflecopter giveaway catapulted it from a product with no digital presence to having thousands of social actions completed around it over the duration of the giveaway. Read on to find out what they did to find success in launching a product with Rafflecopter.
The Company: Webroot
Webroot specializes in cloud-based, real time threat detection for consumers. They sought to build awareness and engagement through a giveaway for a new anti-virus and threat protection software targeted towards gamers. Utilizing Rafflecopter as the foundation for their promotion, the giveaway itself was run at gaming convention named E3 (Electronic Entertainment Expo), one of the largest events of its kind in the world, attracting more than 50,000 people throughout the duration of the trade show.
Why Run a Giveaway?
With a general goal to generate engagement around the brand, Webroot saw running a Rafflecopter giveaway the perfect solution to affordably raise awareness and buzz around their new software not only directly to conference attendees, but folks at home as well. Amongst various entry options, Webroot incentivized participants to tweet their #CyborgSelfie, a picture of themselves with their computer as an entry for a chance to win a $5k computer setup, or twelve sets of gaming headphones as runner-up prizes.
Here are some examples of the genuine engagement Webroot fostered with their #CyborgSelfie promotion:
#CyborgSelfie IT’S BECAUSE OF THAT PC THAT I WANT THIS BEAST! I WANT TO ABLE TO GAME! @WebrootGaming pic.twitter.com/K64IEsc16W
— Ehren Dixon (@GI_Death) June 7, 2014
#CyborgSelfie Putting faith into this! @WebrootGaming pic.twitter.com/YfZPmtI6g3 — Randy Joas (@MrJoas) June 5, 2014
Pretty proud of this @WebrootGaming #CyborgSelfie pic.twitter.com/oueEj23Zmn
— The Stone (@TheOringalStone) June 4, 2014
The closest I get to a #CyborgSelfie is wearing my headset to stream or game. @WebrootGaming pic.twitter.com/bOnJ8Wuu6v — Tyson (@Siber170) June 4, 2014
Let me not forget my #Webroot selfie. #CyborgSelfie pic.twitter.com/OAWU7t8AHf
— Mr. Lawrence (@iambrilawren) June 11, 2014
Why this Promotion Worked
Webroot received a ton of engagement over their social channels throughout their giveaway’s duration. There are several crucial aspects as to why Webroot experienced so much success with this promotion:
The Prize
Since E3 is an extremely large gaming conference, the prize of a computer and 12 sets of gaming headphones perfectly attracted thousands of gamers to participate in the giveaway. Although generally simpler entry options receive a higher engagement rate, the high value of the prizes provided enough incentive for entrants to take a picture themselves and post it to twitter with the hashtag.
The Preparation
Webroot came to the conference prepared. They handed out over 500 ‘swag bags’ which among other things, included a promotional flyer highlighting the giveaway and a QR code entrants could scan to access the giveaway at a later time if needed.
#CyborgSelfie Success: The Final Results
At the end of the giveaway the outcome was a huge success. The promotion generated 40K+ entries from over 5,000 participants, 2,500+ tweets, 2,300+ surveys taken, and 1,000+ #CyborgSelfies submitted. The momentum generated from this promotion allowed Webroot to utilize other marketing and social channels to continue to fuel engagement around the brand.
Want tips and tricks on how to create a giveaway like Webroot? Check out the Rafflecopter field manual for giveaway best practices.
