Tweed Media’s groundbreaking Castaway Facebook page was recently shortlisted for Best Social Media Campaign at this year’s Shooting Industry Awards. Hosted by publisher Time Inc. the awards are now in their 21st year and celebrate innovation within the sector.
The Castaway Facebook page was created to support a press event last October. As-live blogging took place post event, as fans were drip-fed content over two weeks to maximize audience engagement. With just one post published per day, content was designed to tell a story, and often left fans in limbo with nail-biting cliffhangers. The page was also used as a platform to host the three-part fly-on-the-wall film, which attracted an exorbitant number of Likes and Shares. This innovative initiative captured the imagination of likeminded Facebookers with consistent audience engagement and proved hugely successful with not only manufacturers but also the press.