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ANKENY, Iowa -- Beefing up its social media initiatives, Casey's General Stores recently announced the launch of "Casey's Madness," a marketing campaign focused on growing the c-store brand's online presence. How will Casey's accomplish this? According to the company, by utilizing social media channels, the campaign is a competitive contest built around creative user-generated content submitted through social networks like Facebook and Twitter.
"We wanted to bring something to the table for our customers that would be interactive and fun," Cory Hart, Casey's brand manager said in a released statement. "We think giving people a way to express their brand affiliation in this format helps to encourage further digital interaction with the company."
"We have gained some real momentum over the past few months in building our brand through the social web. We see this campaign as a way to interact with our customers differently than we have in the past," added Hart. "We know moving forward having an active, engaged Casey's social community will only become more important."
Casey's social media campaign -- which incorporates using Facebook, Twitter and custom microsite www.CaseysMadness.com -- will pin the company's fans against one another in an interactive bracket to become crowned the "Casey's Madness" champion; the champion will receive a $1,500 Best Buy gift card.
The campaign kicks off Feb. 14 where fans can enter the Casey's Madness contest by declaring their love for the c-store brand in 140 characters or less -- creativity, humor, and brand enthusiasm through text, photo, video, links, etc. will help determine winners, the company stated. Submissions will last for two weeks, and Casey's will select the top 64 Casey's fans to move on to bracket play, which begins March 1.
The fate of the winner is determined by public voters; and winners will be announced weekly and bi-weekly with prizes given in each round to include various Casey's products or other items.
Official rules and regulations for "Casey's Madness" can be found at CaseysMadness.com/rules.