It’s no surprise that the digital age is becomes more of a prominent fixture in our daily lives. This is especially true for millennials. As such, marketers are doing everything they can to break through the clutter to reach their consumers. One of the best ways for marketers to increase their ROI and engage with consumers through digital, is by running sweepstakes. This cost effective promotional tool is a win-win for consumers and brands. Below I discuss the three key aspects as to why sweepstakes in the digital space are becoming increasingly more popular.
1. Content is King
User-Generated Content (UCG) is an effective tool for marketers to gain authentic usable content for free. Once way to get UGC is with a video dance contest hosted on a microsite. Or, a cutest puppy photo sweepstakes held on Instagram. By running these types of campaign, brands are able to gather this UGC for free and use it on their website and social media channels.
Legal Alert: Keep in mind that specific language needs to be included in the official rules and winner release forms to be able to utilize this content in your future marketing. That’s why hiring an agency that specializes in promotion law is key to running a legally compliant promotion.
Some of the most memorable and talked about commercials and campaigns in recent years are completely customer created. In the past, brands shelled out hundreds of thousands of dollars to produce and run a commercial spot. Now, they can award an eager fan an exclusive experience prize and in turn receive an exceptional ad. The most well-known example of this is the promotion that Doritos ran. Here, they asked consumers to submit their own Doritos commercial for the chance to have their spot aired during the big game’s half time show.
2. Social Media
Every type of company, especially retailers, are running social media campaigns. That’s because it’s not only an inexpensive venue to run a promotion, but an invaluable tool to engage with consumers. Even if a brand is running an online sweepstakes, social sharing is a great way to spread the word about the brand. There is no better person to share your content than a consumer. That’s because they are already interested in your brand and therefore excited to share with their friends.
The use of hashtags in promotions has seen a dramatic increase this year as well. Not only is it a way to track entries, but if you create a clever hashtag (that of course must include sweepstakes in the tag), the viral possibilities are endless.
For large brands, creating a well adaptable user-experience focused app is a great tool to increase brand loyalty and exposure. With apps comes the easy addition of layering on a sweepstakes component. This allows brands to reward consumers and increase engagement. Last summer Sync Marketing was a part of a Slurpee instant-win campaign that rewarded those who used the app and purchased a Slurpee to be entered for their chance to win from thousands of prizes. This was a great way to layer on a sweepstakes, drive sales and bring exposure to the app.
In addition, because digital has become a fixture in our daily lives, sweepstakes now must be mobile-optimized so that the user experience is seamless and enjoyable. As a result, this leads to a good ROI for the sweepstakes.
“So many consumers these days are on the go so you want them to have a good user experience on their phones,” says Julie Link, from a recent Chief Marketer article.
As sweepstakes in the digital space become increasingly popular, there is no better time to add them to your marketing plans. If you’re a brand considering adding a sweepstakes to increase your digital reach, you are on the right path. This is because it’s one of the most affordable ways to spread the word, engage consumers, and create quality content.
Sweepstakes in the Digital Space