Lionel Racing on Video: Driving Fan Engagement with Contests

Lionel Racing on Video: Driving Fan Engagement with Contests

Lionel Racing and Eric Estepp teamed up for the reveal of Lionel’s next wave of diecast releases, and this one came with a caveat – how to not only notify fans of the release, but to also tie it into their retail partnerships.

For this, A.E. Engine and Out of the Groove utilized a digital contest platform that would not only tie in Eric’s YouTube audience, but also social media, email, and even the Out of the Groove Podcast Network.

View the Full Lionel Racing Out of the Groove Episode here:

The video itself hits on the overall campaign goal of driving fans to Lionel’s retail partners, highlighted by the limited edition cars available only at Wal-Mart.

The YouTube video got the Fans excited, the Contest fired them up!

Lionel provided Eric with multiple complete sets of 10 diecasts for Out of the Groove to utilize in fan contests. The first of these awarded one full set to a lucky grand prize winner.

The contest platform allows fans to participate and engage in a number of ways, each engagement contributing additional chances toward the contest prize.

As you can see above, promoting the contest on social media awarded +3 entries, and was one of the most popular ways that fans engaged, in addition to driving hundreds of new followers and subscribers to Eric’s channels.

Social media promotion from partners included not only Eric’s friends at NASCAR Pole Position, but even Lionel Racing themselves got involved helping to spread the word to NASCAR fans.

The contest was further promoted with its own page of the Out of the Groove Weekly Viewer’s Guide, Eric’s digital magazine. The winner was also featured in the next issue.

And the contest did the trick to create fan engagement

In just 24 hours, the contest had over 2,200 unique entries, with tens of thousands of impressions across YouTube, social media, and the Out of the Groove Weekly Viewer’s Guide.