Skinny Cow is a brand built on a paradox – offering decadent treats that are unbelievably low in calories – and the Girls Gone Glamping contest was designed to engage consumers with that sense of contradiction in mind. With a glamourous camping, or “glamping”, getaway as the lure, Skinny Cow customers entered to win a trip to The Resort at Paws Up in scenic Montana. Codes found on Skinny Cow products were entered online via the brand’s Facebook page or glamping microsite, tying the entry to purchase. Entrants could also “fill their cabins” by inviting two friends, amplifying awareness with each entry. The activation was supported by eight influential bloggers, who tweeted, Instagrammed, and blogged from the comfort of the Great Outdoors. Additionally, Actress Anna Camp (Pitch Perfect) supported the activation with interviews and tweeting. The promotion was supported by digital, media, social, PR and retail promotions – creating a fully-integrated activation.

The contest was promoted heavily on the Skinny Cow website, as well as Facebook, Twitter and Instagram. To enter, customers simply input codes from Skinny Cow packages at the Girls Gone Glamping microsite or Facebook page..

In a unique twist, contestants could also “fill their cabins” by entering the names of two girlfriends, who were then also invited to enter. Posting an entry on Twitter earned an additional entry.

Eight influential bloggers were selected as ‘‘happy glampers” and, with support from Skinny Cow brand teams, they posted frequently about the posh paradox of this experience.

The Girls Gone Glamping promotion was a huge success by the numbers, and a direct hit in terms of messaging. The contest brought 800,647 consumers to Facebook to enter, with a large halo effect created by the opportunity to “fill their cabins” with Facebook friends. The activation drove over 811 mm total impressions, of which over 300mm were earned impressions through PR and the highly-socialized chronicles posted our blogger/influencers.

But it was the strong brand story- the paradoxical, best of both worlds appeal of Skinny Cow that resonated most with customers. A story as irresistible as, say, glamour and camping.