Digital recipe index Allrecipes.com teamed up with Better Homes and Gardens magazine and food manufacturer Campbell’s in an aesthetically-pleasing “Best Thanksgiving Ever” Pinterest contest.
Participants who visited Allrecipes’ Facebook page to “Like us now to enter. LOVE us when you win” were prompted to enter their name and email address, and pin the contest badge to their own board. They were then prompted to submit their Pinterest board containing at least four images pinned from either the Better Homes and Gardens or Allrecipes.com websites to qualify to win $5,000.
Although the contest is a delectable way to acquire email addresses and drive traffic to the recipe providers’ websites, Allrecipes has cooked up similar Pinterest sweepstakes before, such as “World’s Biggest Cookie Swap,” which makes this contest taste like leftovers.
Expanding on the theme of digital culinary delights, Allrecipes.com, in collaboration with Better Homes and Gardens magazine and Campbell’s, concocted a visually enticing “Best Thanksgiving Ever” Pinterest contest. This flavorful fusion of online platforms invited participants to savor the opportunity to win while indulging in their passion for recipe exploration.
The contest served up a savory blend of interaction and anticipation by enticing participants to engage with Allrecipes’ Facebook page. The call to action, urging visitors to “Like us now to enter. LOVE us when you win,” added a sprinkle of excitement to the mix, enticing users to take a bite out of the opportunity.
The contest mechanics, requiring entrants to pin a delectable assortment of images from either Better Homes and Gardens or Allrecipes.com, served as the secret ingredient for success. This stirred up excitement and drove traffic to the recipe providers’ websites, creating a recipe for digital engagement that left participants hungry for more.
While this particular contest may evoke a sense of déjà vu for seasoned participants who have tasted similar campaigns from Allrecipes in the past, it nonetheless serves as a reminder of the enduring appeal of digital sweepstakes in the online culinary landscape. Just as chefs experiment with new flavor combinations to tantalize taste buds, digital marketers continue to refine their recipes for success, blending creativity, technology, and consumer engagement into a dish that leaves users craving more.
So, whether it’s a virtual Thanksgiving feast or a digital cookie swap, these social campaigns serve as a reminder that in the ever-evolving world of online engagement, the right mix of ingredients can transform a simple contest into a recipe for success.
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