As part of a nationwide celebration of Martin Luther King Day, Create the Good, a division of AARP, wanted to energize volunteers nationwide by getting them to nominate their favorite non-profit organizations, help these non-profit organizations across the country fund their projects, and bring more awareness to the Create the Good brand.
The plan was to run a User-Generated Content (UGC) contest called the Dream Builders Video Contest. The contest itself had 3 phases: submission phase, judge phase and public voting phase. The public would than vote for the best video from a short list selected by Create the Good judges. The grand prize winning non-profit would receive a $2,500 donation from Create the Good while the three runner-up non-profits would each win $500 donations.
Contest Factory implemented a branded contest site that was fully integrated with AARP’s site ecosystem and account registration portal. During the submission phase users registered through AARP’s account registration API and were then redirected to Contest Factory’s contest portal. Create the Good judges were provided access to their own customized judging panel that allowed them to score in 3 criteria and select the top 12 videos. These 12 finalists were then voted on by the public to select the winners. Contest Factory’s system allowed for the seamless integration between AARP’s portal and the contest site.
To support awareness and generate traffic to this promotion Contest Factory also provided creative and television advertising services in select US markets. Within a 3-week period, Contest Factory produced and aired a 30-second TV commercial on major markets nationwide.
To monitor the promotion’s effectiveness, Contest Factory’s Viral DNA analytics software provided Create the Good with real-time data on user registrations, video submissions, scores by each judge, and the number of times videos were shared by users on social media.
The contest helped deliver new members to Create the Good, multiple deserving non-profit organizations throughout the country received funding, and Create the Good had its brand awareness increased through Contest Factory’s effort in TV advertising. Overall, Create the Good was extremely happy with Contest Factory’s professionalism and dedication to delivering a great contest experience for contestants and Create the Good alike.