Prizeo, Charity Network's online sweepstakes-for-good platform, worked with Brian Kelly—aka The Points Guy (TPG)—for months to identify a grand prize that would resonate with his fan base. Brian wanted use his 35th birthday to give back and help to save lives. In lieu of gifts, fans donated to the Rainbow Railroad for the chance to win 500,000 of TPG's travel points to travel anywhere in the world, plus a trip to New York City and a personal consultation to help them plan their dream vacation. Proceeds supported the Rainbow Railroad's efforts to provide LGBT refugees with a safe haven from state-enabled violence, murder, or persecution.
Nearly every Prizeo grand prize experience covers travel arrangements, including roundtrip airfare and hotel accommodations. But the Prizeo campaign with The Points Guy was unique in that this wasn't a typical meet-and-greet with a celebrity. Thanks to TPG's generous donation of 500,000 travel points, this campaign was driven purely by Brian himself and the experience, which was limited only by the winner's imagination. Adding an additional trip to NYC to meet with him and help plan the itinerary to maximize the points was a major incentive for donors.
At its core, Brian crafted a compelling grand prize that aligned with his audience. But celebrity engagement like Brian's can help a campaign take flight. With a passionate plea in his launch video for a cause that was close to his heart, as well as thoroughly detailed blog and social media posts, Brian used his authentic message to engage his millions of followers on a personal level throughout the campaign run.
The rewards were another crucial element that generated major funds for the campaign. Apparel such as exclusive TPG-logo campaign T-shirts incorporating the colors of the rainbow flag, humorous "Jetlagged AF" T-shirts, and "Travel Is My Sport" hoodies were a big hit with fans. Brian also offered a number of personalized rewards, from 30-Minute Skype Points and Miles Strategy Sessions, and the chance to travel with him "on the flight of your life," to joining him at his speaking engagement at the 92nd Street Y in New York City or even the opportunity to spin with him at SoulCycle. He also offered a number of reward experiences around the country, including tickets to TPG's "Pan Am Experience" Party in Los Angeles; VIP access to the TPG Reader event in Charlotte, North Carolina; and a tour and even a puppy playdate at the TPG offices.
From the very beginning, Brian was actively involved throughout the entire campaign, from taking an active participation on the back end to his public-facing engagement on his blog and on social media. Fans responded in kind and the grand prize coupled with Brian's one-of-a-kind rewards encouraged donors to give even more to a cause that meant so much to him. And in the words of our winner, Patrick K.: "I was completely flabbergasted when the sponsor of the campaign, Brian Kelly, whom I idolize from way back, Skyped me to inform me that I'm actually not a finalist, but the winner. Well played, Prizeo! Thank you for this experience!"
Brian's personal involvement and a once-in-a-lifetime chance to travel the world resulted in $345,000 raised in support of Rainbow Railroad's work with LGBT refugees around the world. Reward levels featuring exclusive apparel helped generate $128,625 of that total, while Brian's personalized rewards contributed $45,325 to the fundraising.
The campaign generated over 10 million PR hits and 3.6 million social impressions. Visitors to the campaign page converted at 24%, with over 11,000 donations received from 88 countries. Altogether, the donations averaged a strong $31.71 and resulted in 11,000 new donor for the charity. "Amazing!!" responded Rainbow Railroad. "Thank you. Humbled, honored, grateful, thrilled, awed."
