Bored with Sweepstakes? Get Inspired for Your Next

Promotion#smwsweeps

1

2

Nikki HalcombSocial Promotion ExpertPremier Business Solutions@PBS_SB

• Promotions Management• Loyalty Programs• Fulfillment

3

Kelley WhalenAccount Supervisor – PR/Social MediaHY Connect@hyconnect@kelleyliz

For the next Hour…

A Primer on Promotions

Get Inspired

What’s Ahead

Q&A

4

60% of US consumers have

purchased a brand because of a promotion

IMI international

80% of consumers have

entered a sweepstakes

eMarketer

82%of consumers will

exchange personal info for a chance to win

Jupiter Research

Promotions Deliver Results

Sweepstakes• Random winner from

all entries.• Good for volume.• Low barrier to entry.

• A defined set of criteria determines winner.

• Good for engagement.• User generated content.

6

Contest

Know the Difference

Start by Defining What You Want to Accomplish

7

Fan Engagement

Fan V

olu

me

Data Collection

Don’t Have Channel Bias

8

Facebook Engage your communityTwitter EventsYouTube Videos, talent or how-to contentVine Quick interactionsInstagram Is your target young?Pinterest Is your target women or moms?

9

Public VotingModeration of public facingentries.

More engagement, lesscontrol.

Requires a distinct entryand voting period.

How Will People Learn About Your Promotion?

Integrated marketing campaigns

Incentives for sharing

Partnerships

Celebrity judges

Support a Cause

???

10

Your Fans Want the Fine Print

11

Official Rules

When it Comes to Rules…

12

• Balance the risks vs. the rewards.

• FTC regulations – what do they mean?

• Each social channel is different with unique guidelines.

• Give yourself enough time to establish good rules.

The FTC Wants

Promotions Identified

as Such

13

#WanderingSole

#Contest#Sweeps

#Giveaway

60% of US consumers have

purchased a brand because of a promotion

IMI international

80% of consumers have

entered a sweepstakes

eMarketer

82%of consumers will

exchange personal info for a chance to win

Jupiter Research

Promotions Deliver Results

Creating Memorable PromotionsA M U S E

15

Creating Memorable Promotions

#1 - Award

16

What Do Your Fans Really Want?

#1 reason people connect with brands on social is for incentives.

Product, Discounts, Experiences, Behind-the-Scenes access, Recognition, ???

17

Crate & Barrel Ultimate Wedding

Bigger prizes allow you to ask more from entrants.

18

Doritos Crash the Super Bowl• Largest online video

contest, run at least one fan made video during the Super Bowl.

• Thousands of submissions each year. Much more in earned media.

19

Indiana University Health Go Wild for Same-Day Appointments• Tickets to local zoo.• In newsfeed, simply

like to enter. • Bitly to rules.

20

Creating Memorable Promotions

#1 – Award#2 - Messaging

21

What would you rather win?

An all-expense paid trip.

22

The best job in the world.

Queensland Best Job in the World

• 6 month stint in Australia

• 150K “salary”

• In first week - 4 million web hits, 2,000+ :60 video entries

• International press

23

Queensland Best Job in the World

24

Patagonia Environmental Pledge

• Campaign broke on Black Friday.

• Broke down environmental impact of its most popular jacket, then asked people to take a pledge to reduce consumption.

25

Reflect brand voice.

26

Creating Memorable Promotions

#1 – Award#2 – Messaging#3 - Unselfish

27

#1 reason people use social media is to stay in touch with friends, not brands.

28

Brand-Centric Backfires

#MyNYPD

29

Forbes: When Hashtags Become Bashtags

30

Dove Real Beauty Should Be Shared

31

Build in a Cause

87% of consumers would switch from one brand to another based on the other brand supporting a good cause.

32

Corporate Benefits

Charitable

Benefits

Consumer

Benefits

Cause Marketing Meets Promotion

33

People are motivated by good causes.

ALS Ice Bucket Challenge

Wahl Dirty Dog Contest

• After a 1-month entry period, Wahl chose 25 finalists.

• Then fans decided winner by voting once daily during 2-week voting period.

34

Creating Memorable Promotions

#1 – Award#2 – Messaging#3 – Unselfish#4 - Simple

35

The average adult attention span is 2-8 seconds.

36

Apply the BS Test

Would your friends enter?

37

Chipotle Wrap What You LoveSimple brand tie-in keeps you part of the promotion.

38

#WahlGroomedContest

• User generated content contest.

• Upload a photo with hashtag to Facebook, Twitter or Instagram.

• 1 winner will selected each week to receive a Wahl trimmer.

39

#WahlGroomedContest

• Long-term contest, extends a mobile tour.

• Offerpop helps us manage entries.

• Challenges with Facebook hashtags.

40

Creating Memorable Promotions

#1 – Award#2 – Messaging#3 – Unselfish#4 – Simple#5 - Entertain

41

Talk Value• People turn to social media

for entertainment and to kill time.

• If your promotion resonates, gives people a good experience, they’ll be more likely to pass along to friends.

42

DELSEY Travel Wish• Create a board of

the places you want to travel.

• Win $350 airfare and luggage.

• Tapped travel bloggers to judge boards.

43

Explore Brand and Consumer Truths

If you can shape a promotion around something you know fans are already doing, or enjoy joking about, it will be more likely to go viral.

44

JetBlue Election Protection

“I swear I’m leaving the country if x wins.”

• 50+ million in PR impressions.

• 100,000+ entries• Limited budget.

45

Do Us a Flavor

“Why isn’t _____ a chip flavor?”

46

• 3.8 million submissions, 1 million votes.

• 8% sales increase.

What’s Ahead

47

Do make promotions part of strategic, annual planning.

48

Budget to boost your promotion.

49

Budget for great creative.

50

Tap into real-world events.

51

Surprise and delight your super fans.

52

53

Favorite Vendors

Questions or Comments?

54

#SMWsweeps