Boeke Prize 20110 Comments
Brief
Each year Exclus1ves celebrates the eight best must-reads of the past year. This is known as the Boeke awards which was established in 1995. This year Exclus1ves decided to incorporate a social media campaign around the awards which aimed at encouraging their customers and fans to also have a say in which books they liked.
Our Solution
In order to promote this campaign amongst Exclus1ves social fans, Exclus1ves decided to make use of the popular social platform; Facebook. We built a Facebook Application for Exclus1ves using the dynamics of a competition. The competition had a twist and worked differently to the Boeke voting dynamics from previous years. Fans were encouraged to vote for their favourite novel.
The application displayed a list of eight short listed novels for this prestigious literary award. It also promoted the prizes which fans could stand a chance to win. This increases fan engagement and promotes fan loyalty.
The application made use of three pop up forms. The first two compromised of the Terms and Conditions of the competiiton. The second form was the official press release Exclus1ves distributed regarding the Boeke Awards.
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The Boeke application went on to display the eight novels. When a fan hovers over any novel, the image changes. The new image displays a prominent line from the novel as well as functionality for the fan to vote for the novel or buy the book.
When the fan clicks on vote, the third form pops up allowing the fan to enter his/her details and then enter the competition. If a user clicks on buy, they are directed to the Exclus1ves website with their chosen book already selected. This makes is easier for the fan to purchase the book without searching for it.
Finally, fans have the option to buy the entire collection and share this competition with their friends. When a fan clicks on "buy the collection" they are directed to a unique page on the Exclus1ves website which lists all 8 novels. Fans can also encourage their friends to participate in the competition and purchase these books. When fans click on "tell your friends" a "Share" pop up appears allowing them to share this competition to their walls.
Strategy
We developed the Boeke Facebook Application using Facebook Platform and incorporated some custom functionality, which was specific to the client's requirements. This Facebook application is also being content managed through Facebook Platform.
We had a number of workshops with the client, advising them on best practices throughout the development process.
