In a crowd of Central Florida theme parks and resorts, LEGOLAND Florida needed to stand out. But with a smaller budget than many of their heavy-hitting competitors, they tasked us with devising a social media initiative that could accomplish their lofty goals on a shoe-string budget. The goal was to expand the base of Awesomer Annual Pass Members by pushing guests to commit prior to the start of the summer travel season, increase awareness for the Awesomer Annual Pass, and drive revenue and visitation for the Awesomer Annual Pass program heading into the summer.
To achieve these goals, we created a Buy One, Get One free Awesomer Annual Pass offer that guests couldn't refuse and promoted it through a social media post in conjunction with the Cinco De Mayo holiday. When the official offer launched, the post quickly grew legs and hit its stride when guests and media shared the offer. The total media investment was a nominal $285.50.
Word of LEGOLAND Florida's Cinco De Mayo BOGO Awesomer Annual Pass spread like wildfire leading to massive earned media returns and significant gains in sales and revenue. The offer received earned media mentions on 27 media outlets in Tampa, Orlando, Jacksonville, Miami and Indianapolis, by the national publication Travel + Leisure, and trended on Facebook. One BOGO Awesomer Annual Pass sold every 2 seconds for 3½ hours straight before the website crashed and the product sold out. The total number of Awesomer Annual Passes sold during the sale and post-sale guest recovery was 7,165 which surpassed the target of 1,500 by +378%. Total revenue from this sale was $1,067,585 which exceeded the initial target by +477%. The total investment in the post was $285.50 which drove 289 conversions totalling $69,525.89.
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