Metro developed a worldwide competition, Race For Space, to choose one reader who will be sent to space thanks to Space Expedition Curacao’s (SXC) — an unprecedented trip that will take place this year, allowing one Metro reader to be one of the two astronauts as founders of this operation.
Metro will cover this story worldwide. Ecuador applied this promotion as a marketing strategy to create awareness and keep the top of mind of their readers and the general audience. The results were far better than expected.
- We received more than 80,000 visits and 780 contestants.
- The Web site www.metroinspace.com/ec was flooded with messages and votes.
- Following a two-month campaign of media exposure in print, radio, TV, social networks, and online, a winner was selected. Our local finalist, Andrea Palacios, received 15,857 votes, 793 likes, and 266 comments.
- Between the contest dates of March 4 and April 12, 2012, we received 128,878 page views (83.5% of which were new visits).
The broader international campaign involved multi-media and social media initiatives to count down the competition deadline with readers and invite them to enter the contest.