Avocados from Mexico used a very valuable insight in their recent Super Bowl Twitter giveaway that increased their Twitter follower base by 31% in two days.
Americans buy a lot of food for the Super Bowl, or as marketers are forced to call it, the #BigGame.
In fact, Americans spend more than $50 million annually stocking up snack food for Super Bowl weekend, and avocados are fighting for snack table space for all those watch parties and tailgate spreads.
To leverage the Super Bowl, Avocados from Mexico hosted a Twitter giveaway on Thursday, January 30.
The goal? Simple, take the attention of the Super Bowl to increase the @AmazingAvocado twitter account following.
The Twitter Contest
To enter the contest, Twitter followers simply had to re-tweet one of two @amazingavocado offer tweets and follow the handle for a chance to win a $100 eGift Card to a national pizza chain.
The giveaway was clever. They likely did not have an easy way to give away guacamole or avocados to a national audience following along on Twitter. So the prize was a pizza/wings gift card. This also has the added benefit of a broad appeal since Pizza takes up 60% of the takeout and delivery orders during the Super Bowl.
Here are the Tweets in action:
The first message resulted in 611 native re-tweets and 33 favorites.
Today we’re celebrating #BigGame foods by giving away 10 $100 GCs to add pizza & wings to your guac! RT & follow to enter
— Amazing Avocado (@amazingavocado) January 31, 2013
The second message resulted in 409 native re-tweets and 15 favorites.
The giveaway solely relied on organic engagement and there was no promotional buy associated. The contest closed at 11:00 am CT on Friday, February 1 – the offers were retweeted more than 1,800 times in total.
Amazing Avocado’s follower base increased by 31%. The account gained 700 new followers over the course of Super Bowl weekend.
With the $200 spent on prize money, that comes out to a $0.29 cost per follower (CPF). That is a really good return when compared to the $1.00-$4.00 CPF that I have seen personally and quoted by many when using Twitter’s ad product promoted accounts.
This Twitter giveaway by Avocados from Mexico showcases how a brand can tap into a cultural moment and reap the benefits of fans’ enthusiasm. This is a small case study but a successful one. Now this business knows what a well timed Twitter promotion can do for their follower count and build on that success.
You know what else it showcases? We love free food.