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Café World and Farmers Insurance Partner Up for Social Media Promotion, Includes Food Lover’s Contest


Café World and Farmers Insurance have partnered up for what looks like one very fun social media campaign.

From special features to a trip giveaway, this is one promotion you just might want to get involved in. If you like food, traveling, and hanging out with celebrity chefs that is.

Players of Zynga’s Café World will notice a promotion that includes the iconic Professor Burke from the popular Farmers TV commercials. Players can get “spoil protection” when they place a Professor Burke statue in Café World through October 2nd.

Also, on the Farmers Insurance Facebook page, they are hosting a contest (open to the public) where you could win the trip of a lifetime. One lucky foodie will win airfare for two, hotel accommodations in the heart of South Beach and $500 spending cash, plus exclusive entry into the Food Network Magazine Lounge in Miami with celebrity chefs. Enter to win by simply “liking” Farmers Insurance on Facebook: www.Facebook.com/FarmersInsurance.

It’s possible Farmers Insurance might set some social media records again this week. Earlier this year, Farmers made an appearance on FarmVille along with a sweepsakes to ride in the Farmers Airship. Farmers set a new Guinness World Record for most “likes” in a 24-hour period.

Our own Nikki Katz chatted with Ryon Harms, head of social media at Farmers Insurance about the success of their social media campaign in November of 2010.

Are you a fan of CityVille? Stay tuned for a Farmers Insurance promotion there as well, where one lucky winner could get a trip to a world-class city.

What Bloggers can Learn from Farmville


Update: It’s been pointed out to me that the wording of this piece was a little harsh. Didn’t mean to offend! I’m actually a Farmville user too (or at least, used to be, I don’t have as much time as I used to). I was coming off of a conversation with someone who argued that Farmville was a joke, so the opinion I was trying to express is that people who dismiss the game aren’t seeing that it has something to teach us (not that if you play the game you’re an idiot). I’ve since edited the post to try to reflect that.

We all poke fun at Farmville, but the fact of the matter is that what some people dismiss as  a silly little Facebook game actually has over 62 million active users as of September 2010. That means that about 10% of Facebook users play the game. Those are crazy numbers. Wouldn’t you kill to have 62 million people log onto your blog every day? I know I would.

They must be doing something right…right? There’s a take-away message or two here somewhere. Whether you love or hate Farmville, the game’s success as some lessons to teach us as bloggers.

Lesson #1: Give your readers a reason to visit.

One of the things Farmville does absurdly well is make it necessary for your to play the game often in order to succeed. If you don’t water or harvest your damn crops, they’ll die and you’ll lose all that money. You have to log in if you want the most bang for your virtual buck. Do your readers have a reason to visit your site often? Not every blogger has to blog every day, but if you don’t, your once- or twice-a-week posts need to be amazing. In addition, on days you don’t post anything, you can promote other reasons to visit your site. Link to something in the archives, remind people that you have something for sale, or highly an interesting conversation going on in the comments section.

Lesson #2: Give them something to buy.

If you’d walk up to someone on the street and tell them they’d pay for a virtual chicken coop, they’d think you were nuts. Yeah, Farmville users pay for all sorts of virtual crap. We’re seriously buying NOTHING and by the millions. I bet you’ve bought something, or at least thought about it. I know I have, and I’m not even a fan of the game on the level that some people are. It just goes to show that people want to spend money. You just need to let them do so. If your site has nothing to sell, you’re missing out! Don’t have time to create a product? At the very least, start recommending some affiliate products.

Lesson #3: Make it easy for them to tell their friends.

One of the biggest reasons I think that the makers of Farmville and other Facebook games are such geniuses is that they put their fans to work when it comes to advertising. You’ve hear that word-of-mouth is the best form of advertising you can get, right? Well, Farmville doesn’t just rely on their fans to talk about them. They actually make it part of the game. How many requests do you see all the time in your stream, friends who play games on Facebook asking for crap? Sure, you can block it…but many get sucked right in and start playing the game themselves. And even though I hate when others clog my stream with stinkin’ requests, every once in awhile, I send them out too. The take away message here is that you should make it very easy for your readers to promote your content to their friends. Include social bookmarking buttons at the beginning AND end of your posts, encourage readers to tweet if they agree at the end of a strong opinion piece, etc. Something I like to do: if there’s something you especially want people to tweet, give it right to them so all they have to do is c/p and hit the tweet button. I’ve done that with success when I was having a sale on my ebook a few months again – I sent an email to my list and asked everyone to retweet a line I included (or come up with their own tweet). Around 10% of my list did, which I definitely consider a success.

As annoying as Farmville may be, at least to some, there’s definitely some genius behind it. Have you been sucked into playing? Do you think it has anything to teacher bloggers?

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