HBO- Whack-a-Soprano Sweepstakes
Case Study: HBO – Whack-a-Soprano Sweepstakes
Client: HBO
Media Used: Internet
Objective:
The goal was to drive qualified traffic to the HBO Whack-a-Sopranos Game/Sweepstakes page to capture user data and promote the return of the series.
The Challenge:
The messaging had to be enticing and strategically targeted for relevancy. As a direct response campaign, conversions needed to occur at optimal cost efficiency.
The Solution:
We used a CPC campaign utilizing Google’s AdWords for Content and Search. Contextually ads are launched based on several keywords used in context, and with search, ads appear when a particular keyword is typed into the search bar. By creating several different text ads, and several keyword groups, we were able to optimize the campaign quickly and accurately by adding and removing groups that were not performing, to those that were. Within the early stages of the 2-month sweepstakes we had synchronized the top performing keyword ad group with the top performing ad, to achieve a fully optimized, efficient and highly converting campaign.
The Results:
The campaign exceeded forecasted conversion goals, achieving a 62% conversion rate, with over 4,500 sweepstakes offer views, and 2,800 sweepstakes registrations. The traffic delivered was not only substantial, but highly qualified to take action.