The Department of Education needed to create, market and manage a contest that would motivate students to sign up and use the website. Each high-school student who registered was entered to win a high-tech prize, like an iPad, mini netbook, computer and printer, eReaders, cameras and more.

Designed to grab the attention of students, counselors and principals, a campaign kit bursting with promotional goodies was sent to every public and tribal school throughout the state. The kits included colorful locker magnets, posters, postcards, sidewalk chalk, mirror clings, and floor decals.

Of the 39,500 high school students who were targeted during the eight-week campaign, 5,400 students registered. That means an impressive 13.67 percent of eligible students signed up, and the campaign garnered an impressive 7.31 rate of return. In addition to the kits, the contest was promoted online via Facebook ads and on school websites. During the four-week advertising flight on Facebook, the online ads earned 18,619,208 impressions. Clicks from Facebook to the registration page at sdMyLife.com totaled 4,693.

Whether students signed up because they’re excited about planning their futures, or because of awesome prizes they could win, either way South Dakota Department of Education has found a way for students to keep their eyes on the real prize: their futures.

Through a multi-faceted campaign blast, we painted the town with taquitos and hot dogs. E-newsletters, print, radio, billboards, Facebook, online ads, Web and word of mouth – you name it, we were there, making mouths water and wreaking havoc on otherwise respectful lunch patrons.

After seeing it, you can’t help but want a 99-cent snack. And that was exactly the idea.