Social Media Competition that Went Wrong!
I have been running many social media competitions and I also won quite few, so when I saw Best At Travel competition (#BestAtNewYear) on Iconosquare, I had the feeling from start that they are doing it all wrong.
The competition was open to UK residence which is fairly decent since the company is based in UK, however the first prize was “5 nights stay at the outstanding Waldorf Astoria Palm Jumeriah in Dubai”.
Dubai? “Why Dubai?!” I tried to ask on twitter and Instagram (with no respond from the company); Dubai is one of those destinations who discriminates people like me. Since I’m carrying Israeli passport and was born In Israel, I can’t go to Dubai and other Islamic countries that don’t allow people like me to go in. So let me get it, does best at travel want me to call all Jewish people in London not to book with them? Cause clearly they are not so best at travel if they picked to promote destination that is not open to all their potential customers.
The call to action on the competition page was: “#BestAtNewYear- we want to see how the world brings in the New Year. Share your photos with us, whether the party kick off when the clock strikes midnight, or a few hours later…” and the photos that accompanied the competition’s graphics showed fireworks and celebrations.
The competition was closed on 19/01/2015 (Monday) and when people wrote to BestAtTravel on Instagram and Facebook they responded that the winners will be announced “At the end of the week”
So they didn’t announce the winner at the end of the week and the blamed it on their judges (only after people asked them about it)
So it took them a week to announce the winner (which is very UnSocialMedia of them to do), and when they have announced the winner this was their pick:
The winning photo is far away from what Best At Travel were asking to post (remember their call to action?!), not just that, the winning photo was actually post on 30/12 which was before the new year kicked in.
Oh wait, and it gets better, remember that it was the judges fault for taking so long to announce the winners? so one of the judges responded to the people comments about this doubted pick by saying that it wasn’t the judges picks.
So if the judges didn’t pick this photo then who did and why picking a photo that is not following the competition’s instructions?
Best At Travel first respond (until writing this) was-
I believe best at travel will have to give a good justification for making this decision, otherwise they will lose their credibility on social media since they did almost everything wrong with #BestAtNewYear competition.