Casey's Madness'

Midwest retailer launches social media campaign to help grow online community

ANKENY, Iowa -- Casey's General Stores Inc. has launched "Casey's Madness," a social marketing campaign focused on growing the brand's online presence by engaging customers through social media channels. The campaign is a competitive contest built around creative user generated content submitted through social networks like Facebook and Twitter.

"We wanted to bring something to the table for our customers that would be interactive and fun," said Cory Hart, Ankeny, Iowa-based Casey's brand manager. "We think giving people a way to express their brand affiliation in this [image-nocss] format helps to encourage further digital interaction with the company."

This social media campaign will pin Casey's fans against one another in an interactive bracket to become crowned the Casey's Madness champion and winner of a $1,500 Best Buy gift card. The campaign incorporates Facebook, Twitter and a custom microsite www.CaseysMadness.com.

Fans can enter the Casey's Madness contest beginning February 14 by "declaring their love" for Casey's in 140 characters or less--creativity, humor and brand enthusiasm through text, photo, video and links will help determine winners. Submissions will last for two weeks, and Casey's will select the top 64 Casey's fans to move on to bracket play, which begins March 1, 2011.

For the next four weeks, Casey's fans will go head to head, with their fate determined by public voters. Winners will be announced weekly and biweekly with prizes given in each round to include various Casey's products and other items.

"We have gained some real momentum over the past few months in building our brand through the social web. We see this campaign as a way to interact with our customers differently than we have in the past," said Hart. "We know moving forward having an active, engaged Casey's social community will only become more important."

Official rules and regulations for Casey's Madness can be found on the contest website.

Casey's has more than 1,600 convenience stores in a nine-state Midwest region.


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