Contests and promotions are part of the anatomy of marketing. It encourages engagement and helps to track a campaign’s (dare I say) ROI. In this example, I was challenged to raise awareness for several new adventure courses and programs for Go Ape. The solution was a demographic-based research study of active family-oriented individuals who wanted to climb in the trees. I noticed a trend between these adventure seekers and a competitive personality. Together, we created contest’s and promotions through local bloggers encouraging these types of behaviors.