WHO – objectives of Facebook marketing strategy
The end of the Tour of Italy 2012 also marks the landing of a facebook marketing project: the “Giro 101” contest, an operation developed by IAKI for Monradio / Radio R101.
R101 asked to work on a contest that had a strong component of engagement and that could, so to speak, “ride” with its own legs. Which is that it had inside facebook marketing mechanics able to create word of mouth (WOM).

WHAT – IAKI Facebook marketing strategy
In Facebook marketing strategy, IAKI, for first, transformed the contest in a bike race, a true virtual edition of the Tour of Italy. The runners had to show their knowledge of the sport and, above all, to run strong, to answer the quiz faster than the opponents. To the element of competition IAKI tied another dynamic: the team game. As in the Tour, in fact, the runners were rewarded by presenting themselves at the various stages of the quiz in close-knit teams.

HOW – How Facebook marketing strategy works
It was the presence of cross skills to make the operation successful: our familiarity with contests suggested to us the mechanics to keep short the standings and awards not attracting the awards seekers, writing hundreds of exciting and interesting questions requiring a long work of copywriting, content marketing has also been an important tool. I would say that it was, to stay in topic, a stage team.

WHY – Format choice
After the race, we can say that this is a perfectly successful Facebook marketing initiative: from the start to the last day of it, the competition was fierce and involved thousands of players. On average, each participant played almost twenty times, creating a veritable flood of notifications on the tickers and on friends’ notice boards . The competition also included the possibility to reach the large group through the sprints: special games that also allowed latecomers to play to win.

THEN – Results of Facebook marketing strategy
It was a satisfying experience for IAKI and a success for the client: with more than forty plays and a word of mouth effect that went beyond expectations, we can consider it to be a pink jersey project. During the competition the R101’s Facebook page has accelerated the fans’ growth, demonstrating the effectiveness of this Facebook marketing.