How do you get more fans to connect with you on all your social media channels? Try a social media scavenger hunt.
The New York Jets partnered with JetBlue to launch #JetsHunt this week. The team posted five questions on some of its social media channels, including Twitter, Google Plus, Pinterest and Tumblr. One lucky winner was promised “2 VIP tickets to a NYC event” on Saturday, April 28. The catch? Follow clues posted on the various social sites, tweet your guess to the Jets and you’re qualified to win.
The concept is brilliant, especially as college and professional teams in all sports look to connect with fans across emerging social media channels like Pinterest. It could also drive renewed interest into fledgling sites like Google Plus, where teams – and many brands – have had difficulty building communities.
The Jets kicked off #JetsHunt on Twitter, engaging its 366,000+ followers with the first of five clues. The results were … underwhelming by most standards. The tweet, sent April 23, yielded just seven retweets and four favorites.
The Jets posted a second clue on Tumblr the following day. The results were equally unimpressive, where one fan commented and no one shared it or liked it. Yikes!
The Jets took #JetsHunt to Pinterest the same day with this pin. It was re-pinned just once. And folks, the Jets have some work to do on Pinterest with just 52 followers (yours truly included).
The fourth clue showed up on Google Plus April 25 where around 2,000 fans have “circled” the Jets. The post received just six comments, four +1s and two shares.
The Jets mercifully wrapped up #JetsHunt later that day with a fifth and final clue. It was retweeted just three times. At press time, the #JetsHunt hashtag reached approximately 375,000 Twitter accounts, according to TweetReach. Remember, 366,000 of those are already followers of @NYJets. (And 1,200 of those impressions came from a tweet I sent during the hunt.) Only 45 unique Twitter users actually posted the #JetsHunt hashtag over four days.
Was #JetsHunt a failure? I can’t rightfully answer that because I don’t know what the Jets were looking to accomplish. I can say that if I’d been running this contest, I wouldn’t be happy with the results. I believe there’s merit in the idea – connecting a brand’s different social media channels through one common activity (and rewarding fans for doing so). And I like this tactic for brands of all kinds, especially if it’s delivered with more enthusiasm and cross-promotion. (A search for #JetsHunt on NewYorkJets.com yielded no results.)
Should the Jets be concerned? Again, without knowing the back story, it’s hard to judge. But there’s room for improvement in the team’s Pinterest, Google Plus and Tumblr sites, and I appreciate the effort to help fans connect the dots (pun intended). However, if you’re going to spend the time developing a fan-friendly contest, put your best foot forward. Your fans will appreciate it, and so will the people writing the checks.
Thanks for being a fan.