Ask anyone that has ever looked to rent or buy a home and they will tell you the process is pretty stressful. It's easy to get lost in the weeds and focus on the disappointments rather than the fun opportunities to come. Trulia wanted to show consumers that shopping for a home, "the house hunt," could actually be fun and enjoyable! With 63% of adults agreeing that making activities more like a game makes them more fun and rewarding, Trulia launched Finders Keepers, the first of its kind free home giveaway.
Finders Keepers was an interactive house hunt that lead consumers through five fun filled online challenges. The program culminated with the final challenge live in Las Vegas were Trulia awarded the grand prize: a freakin' house! This unique experience fostered brand awareness and affinity using a combination of incentives and brand engagement.
Results:
Engaging videos (there were over 20!), large and small prizes throughout the promotion period, and real time consumer interaction all made Finders Keepers a huge hit with the Trulia audience and fostered the strongest brand engagement to date.
During the 18-day promotion period consumers visited the mobile optimized site or microsite to register and participate in five video challenges, which were rolled out individually throughout the course of the promotion. Each challenge was designed to require a different level of engagement in order to keep the experience fresh and fun. For example, the third challenge was specifically designed to generate social mentions, requiring players to email, share or tweet #finderskeepers to reveal photos of the prize house. This challenge alone garnered more than 120,000 shares. In addition to the grand prize, Trulia partnered with Wayfair to offer daily prizes to keep participants coming back challenge after challenge.
Every participant that completed the five challenges and found the house was entered into a sweeps to compete for the grand prize. The two finalists were flown to Las Vegas, the location of the Finders Keepers house, and played one final game to determine the winner. The final card game was filmed and shared on social channels serving as the grand finale for all the engaged participants.
The game was hosted by a Chicago based improv comedian whose wit and sense of humor engaged consumers with the fun tone of voice established by Trulia. The host kept the fun going on social media tweeting responses and interacting with the participants.
Finders Keepers was more than just a home giveaway. It gave Trulia users, new and old, the chance to make the house hunt fun again.
