Everyone knows The Polar Express, the massively popular children’s tale from 1985 that spawned the Oscar-nominated film. Less common knowledge: Lionel LLC, the 113-year-old toy company, is the only manufacturer holding the official license to release collectible Polar Express-themed train sets.
With the 10th anniversary of the film approaching, Lionel aimed to harness the attention of locomotive-loco fans with a marketing push from September to November this year, coinciding with the jingle bells (and jingling pocket change) signifying the holiday season. As an older company, Lionel had to get creative to breathe life into its brand. With this in mind, the marketing team developed a contest, entitled “I Believe,” to drive holiday sales while highlighting the visibility of the Polar Express brand and Lionel’s product line.
Railroad enthusiasts were rewarded for their efforts. Lionel gifted an official Polar Express train set once a month for three months, finding winners among those who participated on the company’s social media pages. Contestants socially engaged on Facebook, Twitter, and Google+ or signed up for an email newsletter for a chance to gain a train. Lionel got an extra publicity boost from Warner Bros. as the studio promoted the sweepstakes on its own social media platforms.
The marketing project was a success: Nearly 70 percent of people who visited the contest page entered the sweepstakes.
Has your company ever run a social media-centric promotion? What were the results?