Capital One Journey
Sweepstakes Microsite
Contribution: Concept, copywriting
College students want to pursue adventure, but they still want to make smart decisions for the future. With the Create Your Journey Sweepstakes, they could do both. We built a microsite that encouraged students to design the trip of their dreams, and we positioned the Capital One Journey card as the responsible choice for building good credit down the road.
How it worked
On the homepage, we lured college students with the “dream trip” prizing.
After students filled out a quick entry form, they could start creating the itinerary for their dream trip. First, they selected a destination.
Then they selected a “theme” and some activities. We wrote all of this copy from scratch.
Students could earn additional sweepstakes entries by promoting the sweepstakes on social and learning how to build good credit.
Each student had a custom dashboard page. Here, they could take steps to earn more sweepstakes entries and start planning for their dream vacation.
Results
Over 29 thousand unique college students entered the sweepstakes and created 71 thousand entries, far exceeding Capital One’s goal of 14 thousand entries. Students were highly engaged, too: they spent an average of four minutes on the site per visit, took over 32 thousand quizzes about how to build good credit, and shared the site through Facebook and Twitter over 16 thousand times.