But the folks at Martha Stewart Living Omnimedia weren’t content to float by on name recognition when “The Martha Stewart Show” had its season premiere on the Hallmark Channel in the fall. The company turned to its Facebook fans to spread the word.
“Our Facebook fan base is pretty active, and they’re very interested in the brand,” says Sean Hendricks, senior project manager at Martha Stewart Living Omnimedia. “We really wanted to reach that audience in particular, because they’re a really loyal audience and they’re super engaged.”
Through a Facebook campaign billed as the “Ultimate Fan” sweepstakes, the company harnessed that engagement and pulled in new fans.
Creating the sweepstakes
To build the sweepstakes app, Martha Stewart Living Omnimedia turned to SnapApp, a service that builds social media applications for brands.
“SnapApp has a really great quiz suite,” Henricks says. “We had engaged with them to try to get to know about that a little more. We got to know them, and we were really impressed with the team we met there.”