Galaxy Macau Campaign: Photo Contest for Opening
As the Broadway Macau is going to be launched on 27 May, 2015, the size of Galaxy Macau will grandly double. The award-winning digital agency Pixo Punch partnered with Social@Ogilvy to develop an online photo contest mini-site for spreading the great news out as well as engaging customers and prospects.
The expanded Galaxy Macau is set to provide guests with unlimited experiences through the 4 outstanding respects: fun, indulgence, style, and privilege. To deliver this message, we invite users to upload their own photos based on these 4 themes with captions and share with other people on social media platforms.
Targeting people in China, Macau, Hong Kong, and Taiwan, the campaign is run for 4 weeks, in which each has one of the 4 themes mentioned above. To participate, users are to upload photos and add captions onto the responsive mini-site. Social login is not mandatory but highly recommended.
There are 6 winners selected by judges in each week. Attractive prizes range from accommodation packages to shopping vouchers, to set dinners and private screening…all are to convey the meaning of unlimited experiences served by Galaxy Macau.
The campaign has been launched for about 2 weeks. To date, more than 660 submissions are recorded and the figure is still increasing. In terms of the campaign nature, which is photo uploading, the participation is regarded as fairly impressive. The launch message of Broadway Macau has been effectively sent and received among target audiences.