Customer Acquisition: Tommy Bahama Partners With Major League Baseball to Acquire New Customers

"We had an amazing level of engagement with this contest," says Rob Goldberg, senior vice president of marketing at Tommy Bahama. "Hundreds of stories were submitted and close to 12,000 people voted on those stories. People are passionate about baseball."

That passion for baseball and the Share Your Story contest resulted in a significant increase in Tommy Bahama's Facebook population, Goldberg notes. The benefits carried over to the retailer's bottom line as well. Visitors driven to Tommy Bahama's website by the social media contest had an average order size 11 percent higher than noncontest traffic.