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

Molly Hull, Mike Sheldon and Marietta Dreher

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 2, 117-127

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.

Keywords: digital media mix; online stop smoking contest; smoking cessation support tools; e-mail and text message programme; Facebook community (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/282/download/ (application/pdf)
https://hstalks.com/article/282/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2013:v:1:i:2:p:117-127

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().