Michael Bublé’s marketing team came to Gigg to run a campaign that coincided with Season 31 Episode 7 of Dancing with the Stars, which was scheduled to be “Michael Bublé Night.”
They worked with Gigg’s team of campaign experts to create the “Higher” Dance Challenge campaign, asking entrants to submit a unique dance–in any style–to Michael’s new song “Higher,” and then work to get public votes through 5 elimination rounds.
Due to the fact there was significant work required from each entrant, the prize needed to be both unique and desirable. The marketing team used a combination of monetary and social rewards:
4 round trip airline tickets to Los Angeles
Hotel and ground transportation accommodations for 4
A private dance lesson with Derek Hough
4 tickets to the Dancing with the Stars season finale
A one-on-one video call with Michael Bublé
4 tickets to Disneyland
A Michael Bublé “Higher” merchandise prize pack
Adding Social Media
Both Michael Bublé and Derek Hough posted on their social media accounts multiple times prior to the start of the submissions phase, which was open for 30 days so entrants had enough time to choreograph, perform and submit their video entries.
Additionally, they continued posting to encourage their followers to enter or vote, remind them of important campaign dates and to increase the number of word-of-mouth opportunities.
256 people submitted entries, and site traffic exploded on the first day of voting with over 55,000 visits.
In total, the website received over 716,000 site visits–driven mostly by the entrants’ word of mouth efforts.
The company gathered 19,000 unique verified emails, and over 10,000 site visitors clicked on the Bublé logos to learn more about his new album and upcoming tour.
Based on industry averages, this one campaign brought in over $450,000 in marketing value for the Michael Bublé team.
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