Annual Photo Contest Example: Miss Diving Specials Case Study

For the fourth year in a row, the diving deals website Diving Specials has successfully run their annual photo contest Miss Diving Specials. Women from all over the world enter the competition for a chance to win a diving cruise by submitting a photo of themselves related to scuba diving. The contest is a great marketing tool for Diving Specials.

The Company

Diving Specials is the leading platform for worldwide scuba dive vacation deals. After a short free sign-up, divers have access to exclusive deals on the best dive resorts and liveaboards. Diving Specials features more than 30 exciting dive destinations like Galapagos, Cocos Island, Socorro, Maldives, Red Sea, Palau & many more.

The Goal of the Campaign

The goal of the campaign is twofold:

1. User-generated content: The participants of the annual photo contest agree to the commercial usage of their images.
2. New leads: Each participants and voter are new prospects for the organizing brand.

This is the fourth ‘Miss Diving Specials’ contest so it has become an annual recurring action. This annual photo contest example generated almost 130,000 page views for the organizer and the sponsoring partner LA GALIGO.

The Solution

The Miss Diving Specials is an annual photo contest where scuba girls can participate by simply registering and uploading an image and collect votes. Participants from all over the world can enter the competition. The prize is an amazing 7 nights luxury dive cruise for 2 onboard La Galigo, a luxurious liveaboard dive boat, in Indonesia.

The organizers promoted the contest on social media as well as through a newsletter sent to the company’s existing database. Diving Specials used the collected images from participants to actively promote the contest; this took place especially on Facebook and Instagram, as well as on Snapchat where they actively posted during the contest period.

After submitting their entries, the contest participants shared their entries on social media in order to obtain more votes. This greatly helps the contest to go viral and get more visibility. The participant with the highest number of votes was the lucky winner of this annual photo competition.

The Outcome

The annual photo contest received 252 valid entries, 92 more than the previous year, from all over the world. All pictures received almost 18,000 votes in total. The contest site had 53,301 visits and 127,367 page views and was shared 1907 times, mostly on Facebook. In total, Diving Specials social network profiles gained 273 new followers directly from the contest site.

In order to vote, the users had to verify their email address so that the contest organizer could collect email addresses of those that voted.

Testimonial

We are using Easypromos for the third time! It’s easy to use and has a great design. The core message is that it’s an amazing marketing campaign and gives us an extra boost in new email addresses to use for our newsletters. This year we could generate 17k new emails! The most convincing fact of why we used Easypromos again is the fraud prevention! Voting contests are fun, but it became common that some girls would buy fake votes to win. Easypromos actively supports the discovery of fraud!

– Dr. Sarah Schuebl –

CEO and Founder Diving Specials GmbH

Randi Jensen

She joined Easypromos in January 2017 as International Business Developer. Her main focus is on improving communication and customer care for our English speaking clients through live chat and email. She holds degrees in Journalism and Online Communication & Marketing and has more than 10 years of experience in online marketing. She spends her spare time with her boys and practicing yoga, and she sips herbal tea from her Easypromos mug during the workday.

Linkedin

Publication date: 2017-06-20