Nissan Australia is embroiled in a social media storm after it awarded a free $20,000 car and $1250 voucher to personal friends of a staffer managing its Facebook competition.
A marketing source said it was unfortunate that the competition result looked dodgy because Nissan's system was far more objective than other competitions, which for example ask entrants to write 25 words or less on why they should win.
In those competitions judges must subjectively decide the winner by committee whereas here the source said it was done by a computer algorithm based on who engaged most actively with the competition.
Social media consultant Laurel Papworth said the issue for Nissan most likely arose because the ad agency staffers working on the campaign would have advertised it first on their own social networks. It was then highly likely that friends would enter.
Excerpt from Sydney Morning Herald. Press the link to read more.
But why would the ad agency do this? Shouldn't they be putting advertisements out in Facebook to draw participants, instead of asking staff to advertise it on their own social networks?
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