Pure Michigan Takes on Pinterest with Getaway Contest
The Pinterest bug has spread from moms, to brands, to men, and now to government organizations. The Michigan government, under the branding campaign “Pure Michigan” launched a Pin to Win contest on Valentine’s Day.
The Contest
The contest revolves around a specially created board on the Pure Michigan page called “Pin to Win: Michigan in Love.” The board features contest details, photographs of Michigan landmarks, and (of course) sponsor products. The winner of the contest receives a trip for two on Mackinac Island in Michigan. The trip includes a two-night stay at the Grand Hotel with a special romance package.
Pure Michigan’s contest board features pins displaying Michigan’s landmarks.
To enter the contest, users must:
- Follow Pure Michigan on Pinterest
- Create their own Pure Michigan Pinterest board
- Regin five pins from Pure Michigan’s contest board
- Pin additional photographs that represent a romantic Michigan getaway
What Makes the Contest Unique
The majority of brands running Pin to Win contests fund the prizes themselves. The Pure Michigan contest, however, is actually sponsored by two other brands- American Airlines and Buick. This provides an interesting twist in a Pin to Win contest. The fact that two major brands saw the benefits of becoming part of the contest is a tell tale sign that brands are beginning to see the importance of the social network.
Buick and American Airlines are featured sponsors of the contest.
The Results
The primary objective of the contest is to help garner new followers and extend Pure Michigan’s reach across Pinterest in the form of new pins. The contest has already met those goals even after only being live for a few days. The contest pin details has nearly 1,000 repins and a large number of comments. Other pins within the board have over 100 repins each- some closer to 500. This is proof Pure Michigan is extending their reach, and hopefully the message that Michigan is a great place to visit.
The contest also successfully markets the sponsors and businesses involved with the giveaway. Buick and American Airlines get exposure with their own pins and recognition within the contest. The Grand Hotel and Woods Restaurant get exposure as this is where the winners will be on their trips.
-Bryan Nagy
