Publishers have long been looking for ways to enhance their Facebook fan pages with campaigns that drive engagement and tightly integrate website and Facebook traffic. Accordingly, Rodale’s Men’s and Women’s Health brands are each launching a Facebook contest called the “Fittest Friends of Men’s Health and Women’s Health.”
“We’re looking for something that’s very deep engagement, high activity and relevant to the brand,” says Eric Goeres, executive director, digital creative development for Menshealth.com and Womenshealthmag.com.
Men’s Health and Women’s Health Facebook fans have grown 66 percent and 72 percent respectively since January 2011. They’re currently at 137,000 and 118,000.
The contest, which runs until July 24, encourages Facebook fans to upload photos of their physiques. Prospective contestants, of course, must “like” the magazine brands before they can participate.
A first-round voting process invites the sites’ fanbases to vote on six-up photo displays, culling the list down to 10 finalists for each gender. From there, a celebrity panel including LA Clippers forward Blake Griffin, LPGA golfer Michelle Wie, an agency scout from Wilhelmina and the editors-in-chief of Men’s Health and Women’s Health, David Zinczenko and Michele Promaulako, will determine the grand prize winners.
Grand prize winners, one for each magazine, will be featured as fitness models in upcoming issues and receive a trip to a Mexican wellness resort.
Goeres says the contests will not simply exist as static features on the Facebook pages, as editorial packages will surround the programs and link from the brands’ websites and back. “We’ll have articles and tips around how to take a good fitness photo and getting in shape,” he says.
Rodale partnered with interactive contest producer Strutta to create the Facebook app. The concept ports user generated content strategy magazine brands strive for in social media.
Through the application—a standard builder costs $299 plus $99/month, while the “pro” version, which offers broader media integration, is $1,999 up front and $199/month, according to Strutta’s website—publishers can track traffic and activity and edit the contest through a Web-based dashboard.
The contest, says Goeres, will be promoted through Facebook, Twitter, newsletters and on the Men’s Health and Women’s Health websites.