Are two brands better than one? They can be when it comes to a social contest, using their combined audiences to pull in more attention and traffic that hopefully ends in some new enthusiastic fans and followers for each other.
Guinness and Airbnb are currently engaged in just that, teaming up to give away a night in the Gravity Bar in Dublin:
“Dublin’s not really famous for nights in – until now. @homeofguinness has teamed up with @airbnb to turn the Gravity Bar into your own private apartment – for one night only. Fancy a Guinness tasting bar with private butler, a six-course dining experience, a private tour of St. James’s Gate and a view you’ll never forget? Of course you do.”
The novelty of the offer gives even casual followers of either brand a reason to pay attention and consider entering, which gives them a closer tie to both brands as well. Contests give brands a chance to collect some extra data around their target audience and learn a little more about interacting with them; even the portion of the participants who might just be hardcore contest entrants.
Every chance to learn more about those interacting with your brand gives you a chance to learn how better to communicate with them going forward.