Tying in with the SG50 movement, PAssionCard aim to instill a sense of community among Singaporeans by getting the fans to participate in social media contests with local landmarks as the main focus.

This SG50 campaign on Singapore Landmarks has two phrases to it. For a start, a Facebook Timeline Contest that involves getting users to make guesses on the local landmarks based on given text hints is launched.

The Instagram segment features a caption contest where fans have to come out with creative captions with a Singlish twist to describe the featured Singapore Landmark photo.

Together with paid targeted marketing such as Like Ads and Web Banners, the main aim was to attract potential new fans and to encourage a sense of pride in the country for the whole community.

The Facebook Timeline Contest successfully generated an average of 1.5K comments, together with over 900 Likes and 400 Shares per post. The Instagram Contest attracted more than 80 Reposts with an average of twice the usual participation per post. In addition, there was also an exponential increase in both of Passion Card’s Facebook Likes and Instagram Followers during the campaign period.