I'm a big fan of Costa, I generally like their branding and love their coffee, so their new competition launched via email today (19th June 2013) was bound to get my attention. As well as using the power of their email marketing list, Costa have also posted about the competition on their Facebook wall and on Twitter. Interestingly, despite me being a loyal customer, i'd never sought them out on social media before, until today.
The new campaign revolves around a fun 3 stage process that has you choosing a new kind of drink to make. The first prize is a year's supply of FREE Costa but 100s of runners up can also win a £10 gift card.
Costa competition stage 1
Costa competition stage 2
Costa competition stage 3
I like the simplicity of the website and the messaging is clear. The graphics they have created are both energising and appealing and the fact it is so quick and easy to enter and share is a definite bonus. Producing a visual of the final drink created is also a superb idea - not only does it make your creation come alive, I found it actively made me want to rush out of the office to find my nearest Costa!
This is a great example of how to execute an effective social media driven competition that not only keeps the brand in mind, but also stimulates a desire to consume.
- The 'Create a New Costa Ice Flavour' competition is right on brand, and it's both fun and engaging
- It takes just a couple of minutes to create, name your drink and enter the competition
- Messaging is clear and consistent throughout each stage of the process
- With multiple prizes up for grabs, people are more likely to feel like they are in with a chance of winning so more likely to enter
You can see the Costa competition here.