To excite and delight followers during the countdown to summer, Travelex is asking participants to share their best sunset photos from overseas throughout April as part of its monthly multi-network user-generated content (UGC) photo contest published to its website.
Marketing Campaign Objectives
- Maximize participation and campaign reach using multiple routes to entry
- Inspire authentic UGC and social conversation using the hashtag #TravelexWow
- Capture actionable audience data and marketing opt-ins
- Increase Travelex UK’s social following on Twitter and Instagram
Multi-Network Photo Contest Solution
With longer, brighter, and warmer evenings — and less than two months until the summer officially begins — Travelex is getting its followers in the summer spirit throughout April during the fifth month of its multi-network UGC campaign. For those who are lucky enough to be abroad soaking up the sunshine, drinking cocktails, and relaxing by the pool, this campaign is for you. Travelex is asking participants to snap their best overseas sunset photos in return for the chance to win £100 to put toward a pair of sunglasses…a well-thought-out gift for their next vacation!
Participants can get involved in the photo contest through any of three routes to entry: Twitter, Instagram, or directly through the form provided. To enter through Instagram, participants are required to upload their image using the hashtag #TravelexWow, while submissions through Twitter must also include the hashtag and @TravelexUK. And to enable Travelex to capture valuable audience data that can be reused in future marketing promotions, submissions through the form require participants to submit their personal details, where they can also “opt-in” to receive future marketing communications.
Post-submission, all entries received through any of the three options can be filtered, curated, and published to the social wall for website visitors to browse, be inspired by, and share with their friends. Travelex has even included an interactive tagging functionality, where browsers can filter and browse through albums of entries from previous competitions.