Facebook Campaign Review: Hugo Boss – Watch Special

By Liam Foy

Here at mycleveragency we see a lot of competitions/campaigns on Facebook and sometimes they are awful and some are brilliantly done. I decided to take a look at some campaigns and see what’s done well and were they could be improved. I’m not saying that everything I say is gospel but it’s just my opinion on how it could be improved.

So here’s the first one, which I’ll take a look at. Hugo Boss’ Watch Special:

Timeline thumbnail – I personally like the Timeline thumbnail. No, it may not say what you can win but I like that it is on brand and related to the competition.

Fangate: Like us and Win – I think not! I liked and I didn’t win, why would you lie to me Hugo Boss? Pedantic, yes. But I’m pretty sure once I’ve liked the page I should have won something but I didn’t. The copy should be “Like us for a chance to win” not “Like us and win.”

Entry Form:

Firstly, there wasn’t an auth app box to make the whole entry process easier but maybe that’s me just being lazy.

Secondly, and this is the part that really annoyed me, “Press the button and Win!” – NOPE! Stop lying to me Hugo Boss. However, I like the concept behind the entry process with the watch.

There are some fundamental errors with their entry process. Why does the date of birth go all the way up to 2012, surely a baby doesn’t want to enter? Maybe they do and I know it’s being pedantic but these little things just bug me, sorry Hugo Boss.

What I do like and I think is a nice touch is having the countdown on the ‘Sharing Page’.

Virality: Once you’ve entered you’re presented with two options: Share on wall, which I did and it worked fine, and Send to friends. So I went to send it to a friend and guess what…it didn’t send to them! Also, the call to action is in German if you notice “lade deine Freunde zu diesem Gewinnspiel ein“. Why would I go through a campaign that’s all in English and then be served with German sharing text? It doesn’t quite make sense.

Promotion and Winner announcement: Sorry Hugo Boss but this is a massive no no! Each separate time a new winner has been announced you’ve done it on the Facebook wall and you will find that this a big breach of Facebook’s Terms of Service:

vi.    You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages. 

So my overall take on the app is…

Overall Desgin: 9/10

Ease of Entry: 6/10 (due to three stages and no auth)

Sharing Functionality: 7/10

Promotion and Announcements: 0/10 (due to breaking FB’s TOS)

Readers: Have a go on the app and let me know what you think about it.

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This post was written by Liam Foy

As a Senior Engagement Manager, Liam co-ordinates with our clients to develop strategy, build brand awareness, manage communities and implement social media campaigns to a high specification.