Curated Contests enable fresh conversations around topics important to both brands and consumers
NEW YORK, NY — Tidal Labs, the technology platform that creates content-driven communities for publishers and brands, announced the launch of the Curated Contests offering within Tidal’s social publishing platform.
Tidal Labs clients can now easily create and manage themed contests leveraging user-generated content that is drawn from photo and text submissions provided by pre-screened bloggers and other social influencers.
Tidal’s web-based social CRM manages the outreach and user analysis of contest contributors, enables social gamification through voting and in-bound traffic analysis, and reports on earned media via social sharing across the websites and social media presences of hundreds of contributors.
“Our goal was to create a turnkey way to allow brands to tap into the many voices of bloggers, Tumblrs, and other social influencers, while still holding to the high-quality standards expected of our premium partners,” said Matt Myers, CEO of Tidal. “Using Tidal’s Curated Contests, both publishers and brands can have authentic content created around topics that fit into their campaigns and editorial calendars.”
Content is posted on unique contest pages, and is also distributed across the highly-trafficked blogs and social channels of influencers. This type of user-generated content is already driving clear and compelling engagement results for clients. A few examples:
- For the launch of Samsung’s new sparkling water refrigerator, dozens of Epicurious foodie influencers were engaged around the topic of their favorite sparkling summer drinks; http://community.epicurious.
com/challenge/sparkling-summer - For Amazon Men’s Shop Details style bloggers posted about father’s day for a chance at at $1000 gift certificate; http://network.details.com/
contest/fathers-day - For Dasani’s Drop Into Delicious campaign, currently underway, Lucky Magazine’s 6,000+ fashion influencers were asked to share their favorite colorful summer looks to win one of five $500 Rent the Runway gift certificates. Final winners will be chosen editorially from top voted entries; http://contributors.luckymag.
com/contest/summer-color - After being live for only a few weeks, Lucky and Dasani have already received:
- 167 entries by influencers with 1,253,710 followers
- 1,648 social shares seen on 113,230,381 social impressions (Facebook, Twitter)
Curated Contests have also been run for M&M Mars and are underway for 7th Generation, Electrolux and Mont Blanc, amongst others.
“Only two weeks into the Dasani Drops contest we are seeing promising results with engaged members of the Lucky community,” says Maura Randall, Digital Director, Lucky Magazine. “Working with Tidal’s social publishing platform affords us the ability to create exciting contests that will speak to our reader’s interests and in turn provide us new and fun opportunities with our partnering brands.”
“Publishers are hungry for new native advertising solutions for their clients. Curated influencer contests, like the ones we’ve launched for Condé Nast, are a great opportunity to bring a brand deeper into the conversation around topics important to their consumers.” Matthew Myers, Co-Founder, Tidal Labs
Curated Contests is the first of several new native advertising offerings that Tidal will roll out in the second half of 2013. Built on its campaign platform each will be designed to capitalize on the power of user-generated content.
About Tidal
Tidal Labs powers social content for some of the world’s largest companies. Through the Tidal publishing platform, companies can source, curate and publish organic content from influential voices in every sphere of interest. Brands such as Pepsi, and publishers such as Condé Nast and HarperCollins use Tidal to create more engaging, higher-trafficked and better monetized community sites and social pages, filled with select content from the thousands of contributors in the Tidal network. Based in NYC, Tidal Labs was founded by Matt Myers and Burak Kanber in 2011. For more information, visit www.tid.al or follow us on Twitter @TidalLabs.
