The Solution

Tnemec partnered with emfluence to create a micro website that is made up of a 200+ tank thumbnail gallery. The photos in the gallery are Tnemec client uploads, with additional information provided by the client who is nominating his or her tank for Tank of the Year. Each tank image opens a larger view with location, description, HydroFlon identifier, and option to vote. When voting, users must enter first and last names, along with email address. Users also have an option of opting in to the monthly Tnemec newsletter. After a user votes, a modal appears thanking the user for voting and allowing them to share on both Facebook and Twitter.

As votes come in, the top 5 tanks display at the top of the gallery. In 2017, emfluence added permalinks to each tank, allowing users and sales representatives the ability to share a specific tank prior to voting.

All submissions are fed into the emfluence Marketing Platform, and those who opt in for future communication are also fed into a newsletter group for later communication.

Once votes are tallied, the People's Choice tank (i.e., the tank with the most votes on the microsite), along with 11 committee-determined water tanks, are featured on Tnemec's annual calendar. Finally, the Tank of the Year winner is chosen by Tnemec from those top 12 finalists.

This contest has grown from attracting just architects, engineers, and contractors to engaging whole communities with the Tnemec brand. What was once a small thank you campaign has become a true brand awareness contest engaging a wide range of community members.

In 2017, the Tank of the Year campaign saw a record number of tanks nominated (296), plus 90,788 page views in just two weeks. 49.7% of 2017 campaign traffic came from social media. Overall, there have been 46,764 votes cast since the site launch in 2014.