ECONSULTANCY: How To Drive 85,000 Entries To Your Competition: TomTom Shows The Way

17.09.2012 by David Waterhouse
Unruly's Xavi Izaguirre tells EConsultancy how TomTom managed to attract over 85,000 entries through social video

Every company is fighting for consumer engagement, but TomTom managed to secure 85,000 entries to its recent Project Paradise competition.  How? With four key approaches...

These were: 
  • A great campaign concept.
  • A fresh approach to engaging with bloggers.
  • Driving mass awareness of the competition.
  • Interacting with relevant consumers via niche bloggers.
TomTom launched its “Map Paradise” campaign this summer. The concept? Send five lucky families on an unforgettable mission to map out remote islands, including the Seychelles, Fiji and Mauritius.
The prize up for grabs was an all-inclusive trip to one of these luxurious destinations and a £10,000 payment.
To be in with a chance of winning, entrants simply sent in their contact details and explained in less than 200 words why they were the perfect family or group to carry out the special project
However, with many companies fighting for data capture, how did TomTom manage to secure 85,000 competition entries?
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