Eric Church Ultimate VIP
The Eric Church Ultimate VIP Experience used Massive to create a global game for users. Massive turns site activity into Points a user can earn toward winning a grand prize, including dinner with Eric, or redeeming them for items in a "points store". It also provides tools users can use to spread awareness through various social networks and off-line in their communities.
With Massive turned on, we created a six week strategy during which time users were encouraged to hoarde as many points as they could by participating in weekly contests, logging in to the site every day, posting banners about the new album, and covering their communities with flyers about Eric's album, Carolina. A Leaderboard displayed the top ten points-earners, and Eric himself led the charge, creating weekly videos to introduce each new contest.
The campaign culminated the week of Carolina's release. We were able to report 12% of Carolina's first week of sales to Soundscan and significantly increase site traffic, session time, and transactions.