Roberts Dairy “Fresh from the Tailgate” Contest
For more than 100 years, Roberts Dairy has been giving families local, farm-fresh flavor. So, when talking about the favorite sport in the Midwest, it makes sense that Roberts help serve up tailgate treats for its football-loving customers. And so the Roberts Dairy’s “Fresh from the Tailgate” contest was born.
As part of this promotion, customers could register online to win four tickets to the December 5 Kansas City Chiefs vs. Denver Broncos football game, and a catered tailgate party. The contest was promoted solely online via the website (www.robertsdairy.com), the company’s eNewsletter, a targeted social media strategy involving Facebook and an outreach to mommy bloggers.
During the 50-day promotion period when the contest was being held, website traffic increased 57% over the previous 50 days as customers visited the site to register again and again (the rules allowed one entry per day). Even more impressively, the number of unique visitors was up 22% during the contest period.
Additionally, the eNewsletter had an excellent open rate of 27%, and of those who opened the newsletter, more than 50% clicked through to RobertsDairy.com, with the most popular link being the tailgate contest.
The dairy’s efforts with mommy bloggers in the Kansas City area was equally as successful as Roberts offered free milk coupons for bloggers and their readers and garnered more than 350 comments!
All told, there were nearly 4,900 entries for the promotion … a victory by any measure!