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Special Project

Special Project
From the 10th Annual Shorty Awards

Fender Pro Sweepstakes

Entered in Consumer Brand, Contest or Promotion


To celebrate the launch of the new American Professional Series of guitars and basses, Fender wanted to engage its fan base, create buzz and showcase the breadth of the new product line.

Goals included:

•Raise awareness about the launch of the new guitar line and its 92 SKUs

•Highlight features of the products – sparking consumer interest

•Drive trial of the product and traffic into retailers to try out the guitars in stores

•Increase brand loyalty

•Attract new electric guitar players and fans

•Learn about our audience and test multiple modes of entry for future giveaways

Strategy and Execution

Fender launched a 92-day Fender Pro Sweepstakes (to represent the 92 SKUs in the American Professional series). Every day, for 92 days, there was a new way to enter the sweepstakes, a new winner, and a new American Professional-inspired prize.



The team successfully engaged the Fender fan base to build excitement for the new product line, increased followers across social channels and built good will with fans. As a bonus, the team gathered valuable data about our audience, their experiences playing guitar and their purchasing behavior – which ultimately optimized ongoing marketing strategy.

There were nearly 105K entries throughout the sweepstakes with more than 1 million engagements on posts, reaching 26 million impressions. This was one of the brand's most engaging and far-reaching campaigns to date. As evidenced by the entrants, the sweepstakes also achieved the goal of reaching a younger, more female and more diverse new audience set.

In addition, the brand's social channels increased by more than 235K followers during the 92 day period, increasing the brand's long-term fan reach.

The sweepstakes drove more than 122K unique visitors to where they clicked off of the campaign site and explored the site. The landing page was the most trafficked page on in 2017.

We saw more than 1K entrants sending us photos, videos or Snapchats trying out the new guitars or basses in store! We also saw many of our retailer associates commenting that customers came in asking for the product because they heard about it via the sweepstakes.

Overall sentiment was very positive, with fans ending the sweepstakes by thanking the brand for the opportunity to participate and becoming even more brand-loyal.


Entrant Company / Organization Name

Fender Musical Instruments Corporation


Entry Credits