In February 2016 Visit Estonia started using Snapchat to embrace the trend of showing the destination from truly local and authentic perspective. The strategy was very simple - to let locals and foreigners show the country through their eyes, letting people do one-day takeovers of Visit Estonia account. From chefs to musicians to start up people - Snapchat is the channel to show the vibe of the country through its people. No filters, no scripts, no control.
In June we wanted to make a social media contest with the biggest beach festival in Northern Europe - Weekend Festival Baltic. As the target group of the festival and our Snapchat followers was pretty much the same it was clear that it’s the channel to go for. But we didn’t want it to be another like-share-win kind of thing. It was crucial that the content of the contest would be actually about the festival performers and that the winners would show their true engagement.
As we wanted the contest to take place in 3 countries - Finland, Latvia and Estonia - we decided to use local triplets that had already taken over our account for several times, as faces of the contest. From Monday to Friday we had the usual takeovers and every day one fact about Weekend Festival artist was posted in the middle of the story. People had to capture all 5 screenshots and wait for the secret location to be revealed on Saturday.
We had one triplet in every city - Helsinki, Riga and Vilnius - revealing where they are on Snapchat at different hours. The first person who arrived in the secret location and showed all 5 screenshots, won VIP tickets to Weekend Festival Baltic. In fact, it was surprising that in every single location it took less than a minute from snapping the secret location til the first person showed up. Some people who lived in other cities had taken a day off or driven hours to participate in the contest. People seemed to love the idea that they actually had to do something in real life in order to win the tickets. It wasn’t just about luck, but about engagement.
We gained a great amount of new followers with this short contest and every third person who watched our Snapchat stories during the Weekend Festival week also participated in the contest.
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