Ghosts & Gravestones Halloween Trivia Campaign

National
Tourism

No tricks, just treats

In a day and age where online messages are almost immediately buried in competing posts, Ghosts & Gravestones hoped to leverage their busiest time of year to interact with their followers and bring attention to their brand. With a very limited budget to work with, our goal at BlackDog was to create a new and exciting way to engage with digital consumers, a goal that was accomplished through the establishment of a strong (and spook-tacular) social media presence.

screenshot of facebook promoted post for halloween contest

Old ideas of social engagement laid to rest

Social media, if not done correctly, can be a nightmare.

Too many posts and advertisements fail to truly captivate an audience, and when that happens, potential customers are lost forever. So we decided to do something different, something we knew our spirit-hunting orb-following fans would love. We decided to implement an organic strategy filled with lots of Halloween fun and to do that, we dared our followers to test their knowledge of all things haunted.

A game to raise all spirits

We dug up some spine-tingling ghost questions and over the course of 25 days, we successfully executed a series of haunted trivia contests on Facebook, one for each of the ghost tour company’s five cities. Fully integrated into the social media platform via Facebook’s apps tab, the contest invited followers to answer one haunted trivia question per day, for a chance at winning two ghost tour tickets to be used on Halloween night.

Upon answering the questions, participants received real-time feedback letting them know whether or not their answers were correct. They were reminded to return the following day for their next question, and were also encouraged to share the contest with their “ghosties” – aka, besties.

Email Design

ghosts and gravestones halloween trivia contest email

Social Media Marketing

FACEBOOK TAB & POSTS

1. APP APPEARED UNDER APPS ON FACEBOOK PAGE

screenshot of ghosts and gravestones facebook page

2. HALLOWEEN TRIVIA CONTEST Q & A LANDING PAGE

screenshot of trivia question on ghosts and gravestones facebook page

3. RESULTS: WHEN THE ANSWER IS CORRECT

screenshot of ghosts and gravestones correct answer on facebook

4. RESULTS: WHEN THE ANSWER IS WRONG

screenshot of ghosts and gravestones wrong answer on facebook

5. FACEBOOK SHARE POST

screenshot of organic ghosts and gravestones trivia post on facebook

ORGANIC POST

ghosts and gravestones organic facebook post

PROMOTED POST

ghosts and gravestones promoted facebook post

 

FINAL POST

ghosts and gravestones finalized trivia facebook post

WINNER POST

ghosts and gravestones winner facebook post

Twitter

COVER PHOTO

screenshot of ghosts and gravestones twitter feed

TWITTER POST

ghosts and gravestones instagram post

Instagram

INSTAGRAM POST

ghosts and gravestones instagram post with hashtags

Results

Reach
Views
Overall Engagement
%
Rate Increase
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