Through Facebook, the Rockettes are targeting a growing audience of younger females that look to the Rockettes as a source of entertainment and inspiration. The goals of developing the What Makes You Smile? Photo Contest and Sweepstakes were to help reach that audience, grow the Facebook fan base, and create an engaged community. In addition, this was an opportunity for the Rockettes to promote their new show, Heart and Lights, and their partnership with Norwegian Cruise Lines. This photo contest and sweepstakes was promoted across many channels, including the Rockettes social platforms, Facebook ads, and banners on Rockettes.com and partner sites. Users could participate and be eligible to win a VIP Rockettes trip by either submitting a photo of what makes them smile within the application, or by voting for their favorite photo in the gallery to help determine the winner. Each user had their own individual entry page, allowing for easy social sharing to collect votes for their entry.
Through the campaign�s month-long run, there was a 47% increase in Facebook Fans, a 107% increase in Facebook reach, and 446% increase in average daily Facebook engagements.
