The objective for this Sweepstakes was to engage Harry Potter fans, establish Hot Topic as the destination for Harry Potter Back to School merchandise, promote our Harry Potter locations fashion collection and drive Harry Potter sales at Hot Topic stores and hottopic.com
The strategy was to engage the passionate Harry Potter fan to come back to a Hot Topic microsite daily to test their Harry Potter knowledge via a daily trivia question related to a certain location within the Harry Potter Wizarding World universe. Each location featured was also a location which inspired a piece of merchandise sold at Hot Topic within the Harry Potter locations collection. Every day, for 11 days, customers would go to harrypottertriviajourney.com and answer a location trivia question. If they submitted the correct answer, they would earn a badge in the Harry Potter Trivia Journey and advance to the next location.
The first 250 customers to complete all 11 days worth of trivia questions correctly automatically won an exclusive Harry Potter Trivia Journey tote bag, only available via this sweepstakes. The grand prize winner was a randomly selected participant and they won one of each of the twelve pieces of the locations collection from Hot Topic. Everyone who participated received a 30% off Harry Potter merchandise online promo code and in-store offer for the weekend after the sweepstakes closed.
We drove traffic to this microsite and sweepstakes via Hot Topic's social channels, email, hottopic.com, store social accounts and influencers and ambassadors.
- More than 18,700 users engaging with the contest more than 3+ throughout the promotional period
- 7M+ impressions via posts to drive to the promotion
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