To build up an Instagram following, Foot Locker Europe created the Fresh Kick Fridays giveaway campaign. Each week fans were invited to upload a photo to Instagram with the hashtag #FreshKicksFridays for entry into a weekly competition to win various prizes.
We work with Foot Locker’s digital marketing agency to ensure that all their promotions are compliant with the various codes and regulations for running promotions across Europe, particularly on social media where rules can change regularly. For this promotion, we drafted the Terms and Conditions to reflect a mechanic with weekly prizes and set up processes for judging each week’s entries as well as an internal judging brief. The PromoVeritas project team were required to moderate and extract the data from Instagram and then judge each entry according to the criteria set out in the T&Cs. And bec
ause the promotion spanned several European countries with varying rules for running promotions we advised Foot Locker to run the promotion in The Cloud for simplicity. Finally, PromoVeritas took care of verifying and then contacting all the winners directly via Instagram to claim their prizes.
The PromoVeritas touch
The Foot Locker brand is known for innovation in their footware and the original events and music that they bring to their fan base. By taking full advantage of Instagram, the promotion encouraged their fans to be creative and innovative just like their brand creating a more engaging user experience than had they just entered a prize draw. Using PromoVeritas to oversee the promotion and to set-up and judge ensured that the competition was run according to the rules required for European promotions. In turn Foot Locker’s fans had the confidence to participate knowing that every entry was being judged independently and fairly resulting in hundreds of valid entries that Foot Locker could showcase making #FreshKicksFridays a promotion they have successfully repeated.