Building momentum around a new product, especially one surrounded by stereotypes and misinformation, can benefit from a promotion that gets customers engaged.

And when that engagement drives traffic – literally, in the case of The Province’s Commuting Challenge – it only makes sense for the incentive to be a free lease on a car. That’s why Toyota BC teamed up with The Province to promote the benefits of driving a hybrid vehicle by offering a chance to win a two-year lease on a Toyota Prius c.

A Strutta-powered Facebook sweepstakes proved to be the perfect vehicle to drive eyeballs to The Province’s 10 Commuter Challenge videos in which participants drive a Toyota Prius c to work for a week to experience the benefits in fuel efficiency first-hand. Sweepstakes participants received extra entries by answering questions about the videos and sharing them with their friends.

In four weeks the promotion received 3,874 entries, nearly doubled likes to The Province’s Facebook page, and generated opt-ins from 52% of entrants to receive more information from Toyota.

Read the full Province Commuting Challenge case study for more details on how its Facebook sweepstakes helped it drive traffic and get readers excited about driving a hybrid.

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