'Dinner for Ten' was part of an overarching consumer promotion strategy designed to generate hype and public attention. Public interest and engagement of the promotion exceeded expectations with the campaign going viral on social media channels.

In the second week alone, 700,000 people saw the Facebook post and over 6,000 people entered the competition with the opportunity to win an all–inclusive 10 day trip through the NT, supported by QANTAS who provided return airfares for the lucky winners.

'Dinner for Ten' had the unique effect of maintaining the engagement of people throughout the 7-week duration of the promotion. This was achieved by offering each person the opportunity to get up to 140 lots or entries in the 'Dinner for Ten' lottery – by interacting with Facebook and Twitter pages across the full promotional period.

Each week we released a new Facebook and Twitter post and only through tagging and/or retweeting can the entrants accumulate their 10 lots each week – further stimulating the viral effect of the promotion.

The first two weeks of the promotion was supported by an Out-of-Home media execution that exposed 1.5 million people each day to the campaign in 119 railway stations throughout Germany. This resulted in a ten-fold increase to the normal rate of direct visits to australiasoutback.de


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