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Weekly Photo Contest

Challenge

Chapters Indigo was looking to capture readers' imaginations as we entered the summer season, and the best way to do it was with the literary characters that consumers have found the most compelling for decades.

Solution

In this fictional character face-off, consumers can return each day to vote for their favorite literary characters, and each vote is a new chance to win a weekly prize of a $150 Chapters Indigo gift card, and enters them into the grand prize drawing to win all 50 books in the contest. Your fictional hero didn't make the top 50 cut? Good news; unlike other top lists, your favorite snub will make a surprise appearance in the next round!

Results

Within the first 48 hours, over 6,000 votes had been cast in the My Fictional Hero contest on the Chapters Indigo Facebook page. New functionality made an appearance in this social experience, as custom actions, custom objects, timeline aggregations, and Pinterest sharing thickened the plot and created valuable earned media throughout the graph which drove new users into the experience.