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The Dexter 6 Contest on FoxCrime

This Saturday (19th Nov.), FoxCrime channel ran a Dexter contest to promote the start of Dexter Season 6. They ran an ad on TV asking fans to click a photo of the Dexter Tool when it showed up in the show and post it on their Facebook FoxCrime Asia page to win some cool Dexter swag.

I like Dexter and overtime I’ve seen its fan following in my friend circle grow. Since I was planning to take part I thought I’d watch and see what response it got and if it did turn out to be a good idea for FoxCrime.

Here Are Some Numbers

Page ‘Like’ definitely went up (I recollect seeing the number as a thousand figure last night, now its 2742)
108 photos were published on their wall in about 12 hours.
There a quite a few posts from India and Indians across Asia.
One guy saw the image 7 times and created a collage of all seven!
Mine was the 20th photo to be posted and I had posted it fairly early at 9pm IST.
None of my friends on Facebook took part!

Did It Work

I think it did. The numbers aren’t huge but keep in mind that it was targeted at a niche audience – people in Asia who like Crime series – that’s not a large number in the larger scheme of things. Contests aren’t the best way to increase ‘Likes’ on Facebook but they help in gathering critical mass. The page also saw a lot of activity in a short span of time – 108 posts in 12 hours.

FoxCrime is quite a new network – it started in 2005 in Italy and launched in India in 2009. Right now they air the Asia Feed in India. Interestingly they didn’t run the contest on their Facebook FoxCrime India page which has a following of 90,764 and 9,492 people talking about it. Thats a huge audience to lose out on but then I think the contest was aimed at Asia excluding India; a way to get more fans for their Asia Facebook page. They have the critical mass in India already.

They could have used their India numbers to increase traffic to their Asia page with a mention and redirect on the India page. But they don’t seem to have done so. I wonder why!

Ofcourse it’s to be seen how FoxCrime will go about giving away the swag. Their page doesn’t say anything about how winners will be chosen or rules if there were any. It also remains to be seen how FoxCrime will engage with the people who Liked/Followed their page last night. That I think, will make or break their entire campaign.

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