True Blood vs. Bones. House vs. Pawn Stars. Cox Communications knew the best way to engage subscribers was around their favorite TV shows. Everyone has a favorite, right?
With Bulbstorm, Cox launched a co-opetition. Wait. Huh? A co-opetition, or cooperative competition, rallies tribes of fans around their favorite products, flavors, or TV shows. Cox’s campaign asked fans to vote for and comment on their favorite shows. The best prizes were reserved for the winning tribes!
131,220
With the best prizes reserved for the top shows, fans registered 131,220 votes for their favorites!
1,125
Branded content took center stage. But UGC played a role in the form of 1,125 gamified comments.
29,835
Cox added 29,835 new fans with interest-based Facebook ads targeting fans of specific shows.