This promotion made me laugh for a couple of reasons. Talk about getting caught in the act!
Firstly, that's a great winners picture. I get that social media is about spontaneity and being 'in the moment', but that doesn't mean you can't retake the picture! Smile for crying our loud.
Secondly - the competition is a 'share and repost' competition. Not only is it against Facebook's promotional guidelines - it's the sort of competition that people with no ideas seem to just sling up on Facebook thinking that it will work. It doesn't. The people that you attract with these competitions aren't necessarily the sort of people who want to buy a diamond ring, or want to have diamond rings in their newsfeed on Facebook. They just want to win a big-ticket prize with little to no effort.
Companies and businesses may complain that the Facebook guidelines are too strict, and that there are a lack of free ways of marketing your business on there, but it's just not true. Yes, there is a premium on reach, but that's in place mostly to protect your customers from having the shit spammed out of them when they log on to see what their friends are up to.
In short: The guidelines aren't there to prevent or penalise legitimate marketing - they're there to prevent irrelevant, shitty marketing. If I see one more person doing a 'share and repost' competition on Facebook, I'm going full Dexter on them.
Finally - the competition was fake!
They got caught in the act, not only breaking the guidelines, but eliminating any credibility they had with the fans they hoped to attract with the promotion. Bogus on so many levels, if I may say so myself (in my finest Bill & Ted accent).
Community Managers: Tattoo the image of this competition onto the backs of your eyelids, lest you take leave of your senses in the same way.
Businesses: You have been warned. No more share and repost competitions. There are plenty of other, smarter ways to market your business without having to pay for promoted posts etc. You can do it entirely organically if you are smart. Avoid these tactics like the plague to retain any credibility that you have.
(Hat tip to Tristan Welch for the heads up)