How to nail a sharing app

With Facebook becoming a recognised and important engagement tool for Toby Carvery, we wanted to really harness the casual-dining brand’s substantial core of advocates on the channel to grow an even bigger following.


Challenge

With Facebook becoming a recognised and important engagement tool for Toby Carvery, we wanted to really harness the casual-dining brand’s substantial core of advocates on the channel to grow an even bigger following.

Our ‘pass the parcel’ app paid dividends for Toby

As a secondary objective, the activity would help to lay the foundations for a boost to sluggish post-Christmas trade.

Solution

In short, we devised an innovative, mobile-friendly game app that exploited Facebook’s sharing functionality. The proposition was simple, and timed to perfection: against the backdrop of its 12 Days of Christmas campaign, Toby invited Facebook fans to ‘pass the parcel’ to their friends for the chance to win a £20 gift voucher or one of 30 money-off vouchers to use in January. Each fan could do this once a day over the course of the 12-day campaign. During the last few days, we upped the ante with extra or higher-value prizes.

To maximise participation, we built excitement through a daily Facebook posting plan and hooked in Toby’s subscriber database with two emails.

Results

The simplicity of the game, strength of the rewards and execution of content combined to create a phenomenal level of interaction over the 12 days – resulting in 17,369 new Facebook fans for Toby.

Overall, there were 15,240 unique entries, with 173,253 ‘passes’ and the game was shared 6,308 times. It reached 1,238,538 users – of which, 28,744 talked about the brand and 63,793 remained engaged throughout. As for conversation around the app, posts on the first day alone attracted 3,500 likes and 1,400 comments.

After Christmas, the activity paid further dividends – with increased sales thanks to the voucher redemptions.

Toby Carvery