by
Paul Weber
| Jan 24, 2012
I think we have all seen our favourite brands run an online promotion. Some of them generate a reaction that is positive (“This is awesome!”) and some, not so much... What is the difference between those that generate positive buzz and those that fizzle? One of the key factors that impacts buzz is the offer itself. What is in it for me and how easy is it for me to enter?
You might be shocked to learn that it's not the cool intro on the website or the kick ass creative that the consumer gets to see but, reality is, consumers react extremely well to an offer that is easy to understand, has prizing that resonates with them, and is easy to participate.
One game mechanic that has worked extremely well has been the chance to WIN EVERY HOUR. Consumers can easily grasp this concept and love the fact that every hour, they have a chance to win and within that hour, they’ll find out if they’ve won. A guaranteed winner every hour adds integrity and positive impact to the promotion. The other aspect to this type of game is that it’s activated through consumer purchase and the entry of the code found on-pack (I’ll elaborate further on the Power of PIN Codes in a further post down the road).
Prizing is dependent on who the promo is trying to attract and should be tailored to excite them. The latest and greatest tech, for example, resonates well with the teenagers and today’s Millennials. Of course, good old cash has a way with making a positive impact on just about everyone. It sounds pretty easy, doesn’t it? From my perspective as a marketer, we sometimes complicate things and focus too much on the “frill” vs. asking ourselves some simple questions:
- Is the offer easy for the consumer to understand?
- Does the prizing connect with the target audience?
- Is it easy for the consumer to play?
The BIG IDEA should be staring at us right in the face.