The Facebook initiative from Winnipeg agency McKim Cringan George requires participants to submit a short essay describing who they would invite to the “Floform Kitchen Party” and why, as well as a photo supporting the story and/or a photo of their current kitchen.
The grand prize winner, as voted on by the Facebook community, wins a new Floform kitchen countertop as well as air travel for four party guests from anywhere within Canada or the United States.
The contest is being supported by online ads (big boxes, leaderboards and skyscrapers), e-blasts and print ads in home décor magazines including House and Home, Style at Home and Canadian Gardening.
Erik Athavale, account director for McKim Cringan George, said one of the campaign objectives is to grow Floform’s social media following.
“It was one of the things they kind of dived into and had some great stuff and resources dedicated to it, but their following was limited,” said Athavale. Since the contest launched, Floform has increased its following on Facebook from about 400 to more than 2,500.
And despite what Athavale characterized as “a fairly high barrier to entry,” the company has also received more than 150 contest entries.
Established in Winnipeg in 1961, Floform now serves Western Canada and the U.S. Pacific Northwest. According to company literature, more than 100 families have a Floform countertop installed each day.
The Facebook contest is something of a departure from the company’s previous marketing tactics, which have been more regionally focused with an emphasis on traditional media such as print and out-of-home said Athavale.