Interactive Content
Contests and Giveaways
Contests and giveaways are marketing strategies that encourage user participation by offering prizes or rewards. These campaigns can generate excitement, increase brand awareness, and engage your audience by prompting them to take specific actions such as liking, sharing, or creating content related to your brand.
IMPLEMENTATION
Define Objectives: Determine what you want to achieve (e.g., increase followers, generate leads, promote a new product).
Choose a Prize: Select an appealing prize relevant to your audience and your brand.
Set the Rules: Clearly outline the rules and guidelines for participation (e.g., how to enter, eligibility, duration).
Create Promotional Materials: Design eye-catching graphics and content to promote the contest or giveaway.
Select Platforms: Choose the platforms (e.g., social media, website, email) where you will run and promote the campaign.
Launch the Campaign: Announce the contest or giveaway and share the promotional materials across your chosen platforms.
Engage with Participants: Interact with participants throughout the campaign to maintain excitement and encourage more entries.
Select and Announce Winners: Fairly select winners according to the rules and announce them publicly.
Follow Up: Thank participants, share the results, and use the opportunity to promote future campaigns.
STRATEGY RATING
SCORE
23
Contests and giveaways involve moderate costs, expertise, and time to execute effectively. They offer high engagement and interactivity, making them powerful tools for generating excitement and engaging your audience. However, their longevity is moderate as they require follow-up to maintain engagement.
RATING 1-5, 5 BEING THE BEST
4
Expertise
Requires moderate expertise in campaign design and management.
3
Cost
Moderate cost for prizes and promotional materials.
3
Time
Moderate time investment for planning, promoting, and managing the campaign.
5
Engagement
High engagement potential due to the excitement of winning prizes.
3
Longevity
High interactivity as participants actively engage with the campaign.
5
Interactivity
High interactivity as participants actively engage with the campaign.
QUESTIONS TO ASK
What is the main objective of the contest or giveaway?
What prize will be most appealing to our target audience?
What rules and guidelines will ensure fair and effective participation?
Which platforms will best reach and engage our audience?
How will we measure the success and impact of the campaign?
HOW TO MEASURE
Participation Rate: Number of entries or participants in the contest or giveaway.
Engagement Rate: Interactions such as likes, shares, comments, and mentions related to the campaign.
Reach: The total number of people who see the contest or giveaway.
Lead Generation: Number of leads captured if the campaign includes a lead capture form.
Conversion Rate: Percentage of participants who take a desired action (e.g., sign up, purchase) after the campaign.
EXAMPLE
Company: Starbucks
Implementation: Starbucks frequently runs contests and giveaways on social media. For example, during the holiday season, Starbucks ran a "Share Your Holiday Drink" contest where participants could enter by posting pictures of their favorite Starbucks holiday drinks on Instagram with a specific hashtag.
Outcome: The campaign generated significant user-generated content, increased brand visibility, and engaged Starbucks' audience. The contest resulted in a spike in social media interactions, increased follower count, and boosted in-store visits as participants purchased drinks to enter the contest.
By leveraging contests and giveaways, Starbucks effectively engages its audience, increases brand awareness, and drives both online and offline participation, demonstrating the effectiveness of this content marketing strategy.