Challenge
In 2011, JPL added a new twist to the TWIZZLERS Candy yearly summer promotion by extending it to their Facebook site. Road Trip Round Up let TWIZZLERS Candy fans generate a vacation map and itinerary based on their personal interests to post on their wall. They could also select friends and upload their pictures into a colorful virtual postcard. The key goals were generating awareness for the promotion, increasing "Likes" for the TWIZZLERS Candy Facebook page and sending consumers to the TWIZZLERS Candy site to enter the promotion's daily contest.
Solution
JPL's Road Trip Round Up promotion drove traffic to the TWIZZLERS Candy Facebook page in surprising numbers. After week one, nearly 30,000 Facebook fans entered the promotion. And page "Likes" were up by 24%, with total numbers that were already 177% over the 15-week target goal. Following week five of the promotion, the total of entries skyrocketed to more than 200,000.