The main metric for the contest was Instagram and foursquare photos combined as a percentage of Facebook and foursquare check-ins combined, effectively measuring photos relative to foot traffic. This engagement was also measured during four-week periods both before and after the contest. During the contest, the number of photos as a percentage of check-ins increased 66 percent. Even after the contest, this specific photo engagement was 59 percent higher than before the contest, showing that the promotion had a lasting impact.
“The increase in engagement certainly made this contest a success for us, but what really stood out was realizing what we can accomplish when we get our arms around all the main social-mobile platforms that our customers use every day,” said AJ Sacher, Regional Manager at Barney’s Beanery. “With MomentFeed, we were able to understand the engagement at our locations from Facebook, foursquare, Instagram, and Twitter and measure the effectiveness of our promotion. We’ll definitely be doing more of this.”
Barney’s Beanery offered three prizes for each of its locations; first prize was a $100 gift card and a reserved table during the NBA Finals, second prize was a $50 gift card, and third prize was a branded t-shirt. At a relatively low cost and with minimal effort, Barney’s Beanery was able to impact customer engagement at the local level. Customer-generated content like photos represent earned media that was leveraged across the brand’s owned media channels, their Facebook place pages.
“This is an excellent example of what brands get in return for signaling to their customers that they are listening and for acknowledging their customers’ engagement,”