Using Facebook Fans to Drive Campaign Engagement

The recent Hunky Dorys campaign cleverly integrates Facebook fan pages and a micro-site to drive audience engagement. The sexy rugby campaign has been causing quite a stir in the Irish media. There have been objections and compliments coming from all angles. 

We don’t want to talk about the merits or not of the content used in the Hunky Dorys campaign, but would prefer to talk about the work we did with Huguenot to help them integrate the micro-site with the Facebook Fan pages for the red rugby team (brunettes) and the blue rugby team (blonds). 

The ad campaign makes clever use of the Fan numbers on Facebook to literally drive the sexy rugby scrum between the two teams. The team with the most Facebook fans wins the scrum.

The site uses Facebook connect / (Social Plugins) to allow supporters to login using their Facebook account and choose which team they want to support by liking their Facebook fan page. Visitors to the site that become a fan of either of the teams also gain  access to exclusive content in the teams’ ‘kit bag’. This includes desktop screen savers, videos of the Hunky Dory rugby girls in training and mobile phone wallpapers.

We really like the innovative use of Facebook fan pages to allow supporters to engage and become part of the campaign ! We think there are many ways this approach could be used.

So who do you support? The blonds on the brunettes? Have your say on hunkydorys.ie

Conor