Top 100 2011: Best Media Campaign, Online

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Media Campaign — Online
A.D. Farrow Harley- Davidson

13-time winner
Owners: Bob and Valerie Althoff
Location: Sunbury, Ohio
Store size: 115,000 sq. ft.
Vehicle brand: Harley-Davidson
www.adfarrow.com

The growth in this store’s Facebook fan page prompted it to use Facebook advertising to promote its Race for the Cure Thunder Tunnel event. Pay-per-click ads let it track results and pay only for effective advertising. All “clicks” went to the event page. The ad appeared only to most-likely-to-attend users, based on info provided on their pages. The ad ran for five days, and participants could also send out invitations. The ad made 768,648 impressions; 22 percent of people seeing the ad saw that one or more of their friends liked it or had RSVP’d; and 423 unique users clicked on the ad. The average price per click was 46 cents, and the total expense was $195.52. The event page grew quickly: 833 people were invited, 154 people RSVP’d, and about 300 motorcycles attended.