Fools Roll
DISCIPLINES
Live social media event coverage, engagement, and strategy
Social media advertising
ABOUT
Everything is big in Texas, right? Well that’s no understatement when it comes to this event. What Is Fools Roll?
Fools Roll is a true-to-life cannonball-run event for those with an adventurous heart and who love to have fun. It is a four day event that starts in Austin, TX and ends in Las Vegas, NV. The goal? Be the team with the fastest drive time from Austin to Vegas while dressed in crazy costumes and completing challenges along the way.
At the start of the event, each team "clocks in" with their start time, and then begin their journey to Vegas. The top three teams who drive from Austin to Vegas in the shortest amount of time will be crowned winners of $10,000+ in cash prizes. Other small prizes are awarded for things like "best costume", "best photo", "best story", etc.
Contestants who enter spend months planning their team name and theme, buying costumes, and getting their cars ready for the event. Each team is required to have a car valued at $2,000 or less before the start of Fool's Roll. This event is definitely not for the faint of heart or easily offended.
THE WORK
I had the best job of all: capturing all the craziness of the event live through social media!
Pre-Event: I started an Instagram page for the event in order to leverage our use of social media and engage with the audience since a page currently did not exist. I also created and ran ads in order to generate event sign-ups and participation.
My Role During Event:
Capture photos, videos, and more and post them through the Fool's Roll Instagram and Facebook pages.
Capture live Instagram stories and monitor and respond to comments and engagement.
Follow participants through social media along their journey to Vegas and re-post photos and videos that contestants were posting on their personal pages.
Manage communication between teams via the Fool's Roll official email thread and pull "post-worthy" content from their emails.
Send teams their official team photos.
Previous Year Stats (2017)
No Instagram Page Existed
4,157 fans on Facebook
Likes: 592
Comments: 44
Shares: 10
Number of Posts During Event: 35 (Facebook Only). A majority of the posts were official team photos. Few photos existed during the drive to Vegas and during the remainder of the event.
RESULTS
VIDEO AD (PRE-EVENT)
Total Ad Spend: $258.18
Run Time: 30 Days
CPC: $0.09
Link Clicks: 2,739
Impressions: 52,441
Reach: 33,616
Total Video Plays: 14,912
Ad Video
Page Likes: 5.2% Increase
Total Image Posts: 6.1% Increase
Image Likes: 2,238 Total (73.5% Increase)
Video Views: 4,630 Total
Comments: 166 (73.5% Increase)
Shares: 107 (90.7% Increase)
Reach: 10,563
Page Views: 5,208
Post Engagements: 29,295
Page Follows: 239
Instagram Stories
Four stories were developed, each story corresponding to each day of the event. The stories are currently saved in the Highlights section of the Instagram page. Stories include a combination of video clips, photos, and text graphics.
Day 1 Story: 54 Frames, 170-306 views/frame
Day 2 Story: 25 Frames, 181-282 views/frame
Day 3 Story: 6 Frames, 204-228 views/frame
Day 4 Story: 33 Frames, 171-241 views/frame
Followers Gained: 641
Total Image Posts: 90
Image Likes: 3,106
Video Views: 2,608
Comments: 73
VIRAL POSTS
Throughout the course of the event, several Fool's Roll posts appeared on Instagram's "Featured" page, also known as the Explore Tab, or "Popular Posts". Getting on this page can trend the account or make it "viral" for a short period of time. Here are the screenshots of the posts which appeared in the Explore Tab.
