Social Media Campaign Review: Education New Zealand “Stephen Fleming Live” Competition

New Zealand is striving to build an identity for itself as a preferred destination for Indian students looking to pursue higher studies abroad. The Education New Zealand Stephen Fleming Live Competition is a pioneering effort in this sphere. Check out the Facebook page to learn more about the opportunity especially if you are between the ages of 18 and 30.

Objective

The primary objective of the campaign is to reach out to Indian youngsters wanting to pursue further studies abroad. The secondary objectives perhaps are blending Indians' love of cricket with the ongoing IPL, giving an interactive twist to the contest and using Facebook to position the contest while reaching the desired audience.

Execution

The Contest is hosted on Facebook, you have to like the page to participate and go through 4 steps facilitated by an app.  There are 4 steps:

1. Answer 3 questions correctly to enter the contest
2. Enter your age, gender and pick the venue you’d like to attend
3. Click on the team to upload your photo and you could be a part of Stephens’ XI
4. Fill in your information

Positives

Most foreign universities organize campus visits and seminars while liaising with educational consultants in major Indian cities to attract Indian students looking for quality, affordable education abroad.  In recent times, New Zealand has been working to promote itself as an educational service provider across the subcontinent and this contest is certainly giving it the social media edge.

It ties cricket through Stephen Fleming, as the face of Kiwi cricket in this effort and gives the youth it is targeting the opportunity to meet the cricketer.  This is of course linked with the opportunity to learn more about education in New Zealand.

The app is well designed and navigation is smooth.

11 winners will be selected, which is a good number.

Scope for Improvement

This is a contest right?  I noticed that you can replay as many times until you get the answer right. Out of 3 options, getting it wrong once means anyone can try 3 times and still get in. It may be a way of reaching more people but is that the idea of a contest to begin with?  If you don’t get it right the first time, then maybe it's best that you’re out instead of getting the answer right the third time!

Conclusion

The contest is in line with New Zealand’s new strategy to position itself as a preferred higher education destination for Indian youth. As such, it is making the right moves by playing on the Indian fascination for cricket, giving it a brand ambassador like Stephen Fleming and getting out there on social media platforms like Facebook to reach out to its target audience.