Looking to drive better brand engagement with your next sweepstakes or social media contest? Make everyone a winner. It’s simple, effective, and will drive stronger engagement metrics across the board. Here’s how.
Running contests and sweepstakes are a time-honored way to drive consumer brand engagement, especially in the social media space. But for too long, only one individual winner has seen the benefit. Many consumers will opt not to engage with a sweepstakes or contest campaign, perhaps thinking that the odds of winning are too small to make it worth interacting with your brand. Even if they do enter, they may be reluctant to share the contest with all of their friends in social media – after all, the more people who participate, the lower their own personal odds of winning. You’re giving them the incentive to NOT share your campaign!
There’s a simple and effective way to change all of this by making everyone who enters a winner. Yes, you can still create exciting grand prizes with big-ticket winnings, but wouldn’t you love to reward every fan who takes the time to participate? And wouldn’t every marketer prefer to have their campaign shared virally on the social networks?
For example, how about a contest where everyone who uploads a photo of themselves with your product wins a free song download, and then a grand prize winner is granted a vacation trip? It’s all possible now with the use of digital rewards.
Digital rewards can be instantly delivered to a fan or customer who takes a trackable action, such as filling out a registration form, uploading a product review, contributing a photo, or otherwise entering a contest.
With digital rewards, you can select low-denomination rewards in amounts anywhere from ten cents of value to $1 or $5. You decide what to give away – music or app downloads via iTunes codes, game currency for popular Zynga games such as CityVille or FarmVille, store credit or discounts for customers shopping on your own brand website, and many more options. In fact there are over 100 digital rewards you could seamlessly deliver to your fans who enter the contest.
Once the person enters your contest, they are eligible to redeem their reward – right there in your brand experience – and also prompted to share the promotion with their friends with a wall post or a tweet. When they know their friends will get a quick instant win, the share rates are through the roof – especially compared to a traditional contest where you’re giving them reasons not to share.
Ultimately, rewarding all the fans that participate in your social media or brand engagement contest means that everyone feels the fun, and everyone is successful – even if they are not the big prize winner. Your brand has recognized the value of their interaction with you, and the whole social community becomes energized.
Now why would anyone structure a contest any other way?