Designing an Online Prize Draw Campaign { 0 }
The last few weeks have been pretty hectic whilst various projects have been coming to a close. Here’s one I’ve been working on for Max-TM outside of my design stuff that I found quite interesting – A Prize Draw Campaign for Gourmet Garden.
Why a Prize Draw?
Not only is it a powerful method of promotion, its also very quick and straight forward to do and the best thing about it is that it’s cost effective. It’s also a great way to build a dialogue with consumers as you can invite them to sign up to their mailing list so you can contact them in the future.
So how did we do it?
1) Thought of a sexy prize which consumers of the product would love. In this case, we chose 5 hampers and sourced a supplier. 500 GG aprons as runner up prizes to keep people happy.
2) Got our facts straight. We worked with an independent verification specialist Promo Veritas to ensure the terms & conditions were totally legal.
2) The key to a prize draw is promoting the prize draw itself. Obviously if no one knows about it, no one enters and your brand doesn’t benefit; however this is the easy bit!
As GG is already in the supermarkets we used promotional tube wraps to communicate the prize draw to get maximum exposure. Dave, my colleague designed some sexy graphics for them to allure the consumers to the prize.
The prize draw was no purchase necessary but this doesn’t stop consumers buying the product. T&Cs on the wrap explain that it’s no purchase necessary.
Sometimes you may be conducting a prize draw to promote a brand which is just launching so you can also use internet sites such as www.hotukdeals.com to seed a prize draw – then let people promote it for you!
3) Once we’d captured the consumers’ attention we then invited them to the web site to enter. Here we collected their details via a form that entered them into a SQL database. We added some validation to ensure that they’d read and understood the full terms & conditions and completed all the required fields.
4) Once the draw closes our independent verification specialist conducts the draw legally and we can contact the winners and send them their prizes.
What’s the outcome?
- Increased brand awareness of Gourmet Garden
- Product bought in the process
- People opted in can be contacted again as we continue to build a database
So if you want to win a Hamper – check out www.gourmetgarden.com and if the draw is still on you may be in with a chance!
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