In a small but interesting use of Facebook Connect, Campbell’s Soup has been running a contest site with the Coaching Association of Canada to first find a “Most Valuable Coach” then award the winner $25,000. Under the “Campbell’s Chunky” soup brand, the site uses Connect to send activities back into Facebook.
And it’s been working well. Although the site has only gotten less than 10,000 visits since the campaign launched, nearly 27 percent of the traffic came from Facebook, according to Filemobile, a Toronto social media software company that has been helping to run the campaign.
The site lets people browse a roster of 300 coaches, nominate their own (more than 100 coaches have been nominated so far), and leave testimonials about their favorite ones. Through Connect, activities including signing up for the site, becoming a fan of a coach, or leaving a testimonial will send information back to users’ profiles and their friends’ news feeds on Facebook. Out of all the Facebook traffic, 75% is the result of people clicking on feed or profile stories, while another 5% is from email notifications sent to Facebook friends from the site.
This is not a huge implementation of Connect, but it is a significant addition to the campaign — and that’s what matters.