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Special Project

Special Project
From the 6th Annual Shorty Awards

Blue Friday

Entered in Contest, Facebook Contest


Black Friday is notoriously the most overwhelming, high-stress shopping day of the year. So, to offer an escape from the madness, Blue Chair Bay created “Blue Friday." Using Facebook, the premium, Caribbean rum brand gave fans the chance to win a trip to the tropical destination of their choice - to enjoy a new holiday. Throughout November, Blue Chair Bay (BCB) invited fans to enter daily to win a custom “Blue Friday" experience, as well as branded swag. To win: Fans visit BCB’s Facebook page where they authenticate the application. Then, they pack their virtual beach bag, choosing three items from an assortment of exclusive swag (a cooler, beach chair, Costa sunglasses, and more!). Next, fans invite two travel buddies from a list of their Facebook friends. Then, thirsty travelers are invited to share their ‘Blue Friday’ plans on Facebook and are entered to win the grand prize trip. In addition to transforming the holiday with the ultimate vacation, the contest sought to grow the brand’s social audience, while capturing fan details for future engagement. After one month, 59,779 unique participants packed 129,026 bags, earning 5,424,301 impressions ($300,046.00 in media value). Fans spent an average of 2 min, 24 sec on the “Blue Friday" application, with a return rate of 47% (industry avg. 12%). A share rate five times higher than industry standards (41%), led to 3,016,232 Open Graph impressions. Ultimately, the brand reached new fans (securing 17,372 likes) and garnered 32,189 email opt-ins for future communications. “Blue Friday" also featured a product locator for those craving a staycation of sorts. The Rum Locator - used by the 42% accessing the app via mobile - received above average fan interaction, with over 9.5K users clicking through.

Strategy and Execution

Case Study: Blue Chair Bay's Facebook Page:


Entrant Company / Organization Name

Carrot Creative