Snapbar + Old Navy’s Black Friday Sweepstakes

‍Old Navy, a longtime client of Snapbar for internal seasonal campaigns, was seeking new way to engage their stores and drive some healthy competition for black Friday sales. Rather than using a virtual photo booth as they had in the past, they decided to utilize Snapbar’s newest ‘virtual’ engagement medium - short-form prompted video.

The Solution

With both team morale and end-of-year sales targets in their scopes, Old Navy implemented a Story video booth to power a sweepstakes competition with their store managers. Once a manager accessed the custom microsite Story experience, they were greeted by a congratulatory video message from Old Navy’s Senior Vice President, Head of Stores and Operations which was then followed by a prompt to enter the sweepstakes by entering their store information. Once entered, they were given two video prompts to submit:

1. What is your Contest Sales Goal and what time did you hit it? Remember to add am/pm + time zone!

2. What was the secret to making Black Friday Magic happen in your store?

By using the lead capture feature, they were able to track the submissions for each store, and by combining a personal touch with some fun and competitive incentives, they were able to drive some impressive results!

Features & Add-ons Used:

• Story video booth
• Multi-prompt
• Lead Capture
• Embed
• Video gallery

Results

Old Navy had modest expectations, utilizing video for this type of activation for the first time, but they clearly discovered a winning combination, getting over 20x the number of expected submissions! Video gave their store employees the freedom to get creative with their responses and people really stepped up with coordinate dances, some amazing costumes, and overall just a lot of positivity and energy during one of the most hectic times of year for retail. The sweepstakes also enabled Old Navy to track and benchmark store sales goals providing a goldmine of valuable data for future years, and enabled the managers to own their goals and targets - and crush them, as many did!

Video is a new medium for many businesses but it can be an extraordinary tool for both internal activations and customer engagements, as Old Navy clearly highlighted. Using a custom microsite they had over 2,600 unique visits from people at the company with a nearly 20% submission rate, creating a wealth of content and cross-store engagement. At Snapbar we’re proud to be on the forefront of these new technologies and to have any small part in the creative execution of our clients.