IE (Instituto de Empresa)
Each year, Instituto de Empresa (IE) organizes IE Weekend events, which are weekends where potential students from all over the world, travel to Madrid and experience life as an IE student, taking part in workshops, team building activities and attending lectures.
Twitter, Instagram, Web
We developed the ‘IE Weekend Challenge’, a campaign with the overall objective to encourage attendees to share their experience over the course of the weekend on social media. The campaign consisted in proposing various challenges before and during the event, awarding the winning assistants with a prize.
The first phase consisted in the ‘Welcome Pack’, which was a package sent to attendees with various items inside, including a personalized access code needed to create their profiles on the IE Weekend Challenge website. Users could log on before the event and and get to know fellow attendees, talk to them via the Chat Room, take a look at the weekend’s agenda and take part in the first challenge: theTshIErt Challenge. This challenge consisted of the recipient uploading a selfie to Instagram or Twitter, wearing the T-Shirt included in the Welcome Pack and adding the campaign’s hashtag: #IEWeekendChallenge. The user with the most likes by the end of the challenge received a prize upon their arrival in Madrid.
During the next phase of the challenge, participants took part in various photo challenges over the course of the weekend, and accumulated points by uploading their photos to Instagram or Twitter with the hashtag #IEWeekendChallenge. More than 70% of IE Weekend attendees took part in the challenge and the winners received a prize during the last IE Weekend activity.