Case Study : Old Royal Naval College

Promoted Competition for Greenwich Music Time

 

We were very pleased with the results of this promotion. It was by far the most successful competition we ran for Greenwich Music Time and we gained over 1000 highly engaged subscribers– Andrew Thompson, Marketing Manager at the Old Royal Naval College

 


The Campaign

Old Royal Naval College were looking to promote Greenwich Music Time, a four day series of concerts taking place in July 2015. With this digital campaign they wanted to raise awareness of the event and create interest in the shows while at the same time increasing their online supporter base.

We suggested running a Promoted Competition to give away tickets to one of the performances at Greenwich Music Time. Old Royal Naval College provided 3 pairs of tickets to see Tom Jones perform at the festival, and we ran a month-long competition on Londoncalling.com.

We supported the competition with an inclusion in our weekly newsletter as well as a social media ‘shout out’ to gain further interest.

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Londoncalling.com: The competition was positioned on the ‘Special Offers’ page of the website, using our simple sign-up form to allow users to enter the competition quickly and easily. The Special Offers page was the most visited page on the website during this time – above even the homepage!

Social media: The competition was promoted on social media to our 29,000 Twitter followers and 46,000 Facebook likes.

Email Newsletter: We placed the competition in our popular weekly newsletter, sent to 30,000 subscribers. The subject line of the email used a pun to promote the competition and the email achieved an open rate of 10.5%.

 


The results

This competition received a total of 1,280 entries, with 1,050 of these people opting to join Old Royal Naval College’s email subscriber list. This allowed the client to grow their mailing lists with a significant number of people who had shown a genuine interest in their organisation and events.

There was also a fantastic response to the competition on social media, creating a real buzz. This included over 100 ‘likes’ on facebook, a number of retweets and a whole host of comments from people excited about the prize and the event.

The Tom Jones Greenwich Music Time competition was the third most visited page on the website during April 2015.

Overall, the campaign allowed Old Royal Naval College to achieve both of their objectives; growing their online supporter base by adding a quantifiable list of engaged subscribers to their newsletter lists whilst at the same time raising awareness among their target audiences online.

 


Other Clients We Work With

Other clients we have run promoted competitions for include Young Vic, British Museum, Shakespeare’s Globe, City of London Sinfonia, British Athletics, Picturehouse Cinema, Imperial War Museum, Estorick Collection, Westminster Abbey, the 20/21 British Art Fair and many more…

 


 

Running a Promoted Competition with London Calling

More information about our Promoted Competitions and other digital options is available here. If you would like to talk through the options for promoting your organization online, please give us a call on 0207 275 7225 or email sales@londoncalling.com.