Ohio Farmers Feed US Partners with Bob Evans Restaurants
Following the success of their "Free Groceries for a Year" sweepstakes in mid-2009, the Ohio Livestock Coalition capitalized on the momentum by partnering with Columbus, Ohio-based Bob Evans Restaurants to continue communications.
Doing so provided Ohio farmers with continued opportunities to engage with consumers and connect via the shared values communicated on the Ohio Farmers Feed US website. Additionally, it leveraged the credibility and reach of Bob Evans and, in turn, offers the restaurant the opportunity to leverage the credibility of Ohio farmers.
Beginning in mid-July 2010, the sweepstakes launched through a paid advertising campaign and earned media outreach, while also utilizing components built during the first sweepstakes, including the Facebook page, Twitter feed, and consumer opt-in list.
During the sweepstakes, more than 25,000 "Free Breakfast for a Year" magnets were distributed through Bob Evans restaurant locations in three metropolitan markets.
Each of these activities drove significant consumer interest and sweepstakes registrations, as well as consumer requests for additional information about future sweepstakes, coupons, and recipes from Ohio's farmers.
- 48,798 total registrations
- 4,564 consumers who have opted-in for additional information
In the coming weeks, two winners of $1,700 in Bob Evans gift cards (the equivalent of Free Breakfast for a Year) will be selected and presented with their grand prize winnings.
Coupled with their original sweepstakes, the Ohio coalition has driven significant interest in the state's farmers and agriculture:
- More than 250,000 sweepstakes registrations
- More than 15,000 consumer opt-ins
- 1,774 Facebook "likers," who have approximately 337,060 friends
- 649 Twitter followers, with approximately 253,110 followers of their own