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Mount Ruapehu Twitter Hunt

In November 2009, PPR planned and implemented a social media campaign to promote Mt Ruapehu’s Snovember Season Pass campaign. We recommended a Twitter Hunt.

The Twitter Hunt was promoted through Twitter, Facebook and Mt Ruapehu’s own weekly e-newsletter, encouraging people to take part and win a season pass. While the target audience got excited about the hunt, we selected locations in Auckland and Hamilton to hide season passes and drafted twitter formatted clues.

We used snow from a local ice skating rink to build a snowman at each location where season passes where hidden. Clues were then posted on Twitter and followers were encouraged to find the location where a Mt Ruapehu representative in a retro ski outfit would present them with a season pass.

Results included an even greater online following for Mt Ruapehu with its Twitter followers increasing by more than 50 per cent, guaranteeing greater public awareness of the Snovember deal. The client also received a high volume of praise for its novel approach to giving away sought-after season passes. News of the Twitter Hunt spread outside social networking sites through word of mouth and there were many requests for more Twitter Hunts.

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