Case study: Facebook contesting to promote events

The annual, Bix Beiderbecke Memorial Jazz Festival has brought jazz music lovers together throughout the Quad Cities for decades. But, the Board of Directors in 2013 wanted to expand the festival audience by marketing to major cities throughout the country while on a limited budget.

To accomplish this, the TAG Team created a Facebook contest, offering a grand prize of free passes to the concert, a weekend hotel stay and a $100 gas card for travel expenses.

The contest was marketed in five major metros across the country using Facebook ads targeted at traditional jazz fans. The advertising medium allowed TAG to hit a highly targeted audience for about $1 cost per thousand, a fraction of the cost of traditional advertising.

Contest entrants had to like the Facebook page and sign up for email marketing messages so the Jazz Society could continue to market to them after the contest ended.

  • Nearly 67,500 people were reached
  • 139 emails were collected
  • Contest entrants came in from 78 different zip codes within target markets.


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