PrizeLogic’s - Sweet 16 of Online Promotions
Today kicks off the Sweet 16 round in the NCAA Men’s basketball tournament. In a show of reverence to this wonderful time of year, I decided it was worth a post with my own version of PrizeLogic’s “Sweet 16”. The below examples are my favorite 16 online promotions that we currently have LIVE. Check them out, and of course, would love to hear which make your “final four”.
Anyway, I’ll start with my favorite and work down (because I know your time is limited):
§ #1: Emerald Underdog Bracket & Kettle Brand Real 16 Challenge
o http://www.underdogbracket.com/ - How could I NOT choose the basketball themed promotion as my favorite in a March Madness themed post? Seriously though; the creative on this promotion is best in class, simple, clear, concise. Furthermore, consumers get two promotions packed into one site.
§ Phase 1: Leading up to the tournament, users were asked to select their favorite UNDERDOG team to go the furthest… if you haven’t already seen this, the phase is now closed to new entrants so you’ll be locked out. But trust me; it was a very different approach to an advertising season with a lot of noise.
§ Phase 2: Once the tournament made it to the final 16 teams, users could login and fill out their bracket again – if a user chooses the winning team correctly, they’ll be entered for another chance to win $10,000.
o No matter what, every visit to the site gives users a chance to win $50 instantly. The simple “instant win game” play is fun.
§ #2: Orbit Live Clean
o http://clean.orbitgum.com/ - Another 2-for-1 promotional site. Orbit’s “clean mouth” extends with this digital activation campaign. Codes found on limited edition packs of gum can be entered online. Each code entered is a $0.50 donation to Keep America Beautiful. If a user enters a code from each of four limited edition packs they’ll unlock exclusive downloads.
o The second half of the promotion is an equity tie-in with MTV’s “The Buried Life” where users can vote on a city for the cast of the show to travel to and “clean up”. Every vote gives users the chance to win $5,000.
§ #3: Ore-Ida Mash Destruction Contest
o http://www.mashdestruction.com/Submit - I love the call to action on this promotion; “You Could Win Lots of Money”. Yup. That pretty much speaks to everybody!
o With contests, one of the hardest things is to get people started and inspired to take the time and upload an entry. An “inspiration gallery” is a smart add-on to all UGC contests.
o This promotion is asking kids to draw their creative way to mash potatoes. However, because of the strict rules around marketing to children, it’s actually the parent/guardian submitting the entry for a chance to win… i.e. must be over the age of 18.
§ #4: Honda Double Play Giveaway
o http://littleleague.honda.com – perhaps I should have thought of a better theme for this post than basketball. So far, 3 out of my 4 examples have 2-for-1 components… anyway…
o Each year, Honda creates a collectible trading pin and gives it to thousands of Little League fans. This year, users are being asked to design it. Users register, design & upload their entry. The promotion features a gallery for users to sort through and “rate” all submissions. Users can also share entries via email or on Facebook with friends.
o The second component of the promotion is for those users that may not want to design a pin. Instead, they can simply register and vote on their favorite – each day they come back and rate a pin is another entry to win a trip for four to the Little League Baseball World Series.
§ #5: P&G / Walgreens: Txt-2-Win
o Text “FASHION” to 87963 – for a chance to win a weeklong trip full of Fashion in NYC
o This is a simple SMS/Mobile example of how to engage consumer’s in-store and create stopping power at shelf.
§ #6: A Year of Disney Memories
o http://www.yearofdisneymemories.com/ - Unless you live in Florida, you’re not eligible to win this one. However, that’s what makes it one of my sweet 16. Don’t be afraid to create a promotion with entrant criteria specific to targeted user groups or geographies. Disney has to speak to their Florida guests differently than their national/international guests. What motivates somebody that lives an hour from Orlando is much different than what motivates a person in the United Kingdom.
§ #7: Subway’s Footlong Nation Appreciation
o http://nation.subwayfreshbuzz.com - I’ve probably shared this one previously. However, the ingenious concept of crafting “prize levels” based on entry frequency is worth another mention. Each time a user plays the game the total number and value of prizes increases (using a code found on 32oz beverages). Also, if you buy a bag of Frito Chips, a special code unlocks your chance to win free chips for a year. That’s a lot of Doritos!
o The other really awesome thing about this promotion is the mobile optimized & HTML5 experiences. Go ahead and type in the URL on your iPad or iPhone to check out the game play. Very nice!
o Lastly – QR codes, in-game banners & a Sony partnership are pretty cool features to this promotion.
§ #8: CNN Trivia Challenge
o http://www.facebook.com/cnn#!/cnn?sk=app_187692097924505 – This example isn’t a promotion at all, it’s a Facebook Application that utilizes our Trivia engine and Facebook Social Graph hooks. It’s another all-time favorite of mine that you may have already seen (but it’s that good).
o Often times, clients think they can ONLY use our services if there is a prize involved. The reality is, PrizeLogic is made up of talented creatives, programmers, and strategists that can build just about anything you want. We just happen to love promotional marketing.
If I keep writing at this pace, you might confuse this post with Artamene (google it). So, I’m going to simply list the rest of the sweet 16 links below and you can check them out at your leisure. If you’ve made it this far, I commend you. The last I heard an average internet user has an attention span of 8 seconds!
§ #9-16 - AKA: The Rest
o Pop Secret: Pop! Camera! Action!: http://www.popcameraaction.com/
o Bausch & Lomb Instant Win Game: http://biotrue.prizelogic.com/
o Wrigley’s Vive tu Musica with 5: http://www.vivetumusica5.com/
o Albertsons, A Spring Thing: http://svu.prizelogic.com/Albertsons/Home
o K-Swiss (admin role):http://tournament.fantasysports.yahoo.com/t1/group/4
o Kitchen Aid Make the Cut: http://www.kitchenaidsweeps.com/
o Blue Bunny: http://www.bbpickurprize.com/
o Disney’s Grad Nite photo upload: http://www.facebook.com/WDWGradNite?sk=app_179123595462560
Sincerely,
Chris
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