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

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.