France Loisirs
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During the summer holiday, France Loisirs launched a large-scale campaign translated into English as “The Incredible Treasure Hunt”. Among three contests was the “Summer Pearl”, inviting fans to post a photo of their favorite book.
The fan whose book was voted the favorite was rewarded a culinary-themed trip and voters entered a drawing to win a copy of the chosen book.
Results: France Loisirs maintained increased contact with their fans during the summer holiday through the campaign, which also allowed the brand to identify books and trends popular with their fans and improve targeted marketing efforts.
