Cumberland Farms Chill Zone
Program Overview:
Cumberland Farms wanted to capture some of the passion that they knew teenagers throughout New England had for their Chill Zone product. Using Facebook social ads, group outreach, and weekly Chill Zone giveaways, the Chill Zone page we built on Facebook soared to over 10,000 fans in its first month. To incentivize fans to spread the word and share fan page with others, we presented a challenge: help us reach 50,000 fans by August 21st 2009 and we’ll hold a free Chill Zone Day. Less than 3 months after launch, the fan base surpassed this goal by over 20,000 additional fans.
Key Results:
- Over 70,000 fans by August 21, within 3 months of launch
- The first Free Chill Zone Day on June 5, 2009 led to redemptions of 27,000 more units over previous years
- The second Free Chill Zone Day as a result of the Free Chill Zone Day Challenge in August increased sales by 23% over the previous Friday, and 50% of the total sales were attributed directly to Facebook.
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