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Using digital and social media to execute a smoking cessation contest: Case study of the QUITPLAN Services QuitCash Challenge

Author

Listed:
  • Hull, Molly
  • Sheldon, Mike
  • Dreher, Marietta

Abstract

QUITPLAN Services, a free smoking cessation service, ran a quit smoking contest called The QuitCash Challenge. Participants were recruited using traditional and digital mass media tactics. During the challenge, quitters were eligible to receive cessation support services including phone or web coaching, weekly e-mails, daily mobile text tips, or to participate in the conversation taking place on the QUITPLAN Services Facebook page. This case study explores using a combination of online and offline tactics to execute a successful promotion that increased traffic, engaged smokers in a quit attempt and ultimately provided valuable feedback that could be applied to future promotions, media plans and even the cessation services design itself.

Suggested Citation

  • Hull, Molly & Sheldon, Mike & Dreher, Marietta, 2013. "Using digital and social media to execute a smoking cessation contest: Case study of the QUITPLAN Services QuitCash Challenge," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(2), pages 117-127, September.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:2:p:117-127
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    More about this item

    Keywords

    digital media mix; online stop smoking contest; smoking cessation support tools; e-mail and text message programme; Facebook community;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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