How to run an awesome online competition - Webinar Slides

How to run an awesome online competition

Presented byCam Rambert and Bob Watts of


Who are we?


Who are we?

The Studio Dreams


Who are we?

The Studio Dreams

We help run amazing online competitions


Brands we’ve worked with


Brands we’ve worked with


What we’ll be covering today



Why online competitions?




Types of competitions and online landscapes




Types of competitions and online landscape

Processes





Processes

Common mistakes





Processes

Common mistakes

Legal considerations





Processes

Common mistakes

Legal considerations

5 expert tips + Case study


Why should you run an online competition?



Old strategy, new tactics





Typically used as part of a wider IMC campaign





Most common reasons





Most common reasons

List building





Most common reasons

List building

Brand Awareness





Most common reasons

List building

Brand Awareness

Other reasons





Most common reasons

List building

Brand Awareness

Other reasons

Brand engagement / loyalty





Most common reasons

List building

Brand Awareness

Other reasons


Ideation





Most common reasons

List building

Brand Awareness

Other reasons


Ideation

Market research (qualitative / quantitative)




Easy A case study


Easy A case study

Goal


Easy A case study

Goal

Create brand awareness of DVD launch to increase sales


Easy A case study

Goal


Solution


Easy A case study

Goal


Solution

Highly engaging promotion using light hearted humour relevant to the movie


Easy A case study

Goal


Solution


Entrants were required to create a rumour about themselves and share it with their friends


Easy A case study

Goal


Solution



Result: Viral


Easy A case study

Goal


Solution



Result: Viral

Why?


Easy A case study


Easy A case study


Types of online competitions



Games of skill vs games of chance




Games of skill include:

Words or less

Photo / video submission

Essay





Words or less


Essay

Games of chance include:

Sweepstakes

Instant win

Incentivised sharing





Words or less


Essay

Games of chance include:

Sweepstakes

Instant win

Incentivised sharing

Custom




The online competition landscape



Web



Web

Social Media



Web

Social Media

Mobile


PromotionalCompetitionLandscape

Smartphone

Microsite

Tablet

Desktop / Laptop In store / On-site

Points of entry

Marketing channels





Ways to design and launch an online comp



Build in house



Build in house

Outsource



Build in house

Outsource

Use an online competitions platform



Common mistakes to running an effective online competition



Lack of strategic focus




Complex instructions / too many steps





Asking the entrant to enter too many fields – don’t be greedy






No contingency plan for handling cheaters







Ease of entry vs engagement imbalance








Poor choice of prize








Poor choice of prize

Ignoring regulations and standard ethics


Main rules to be aware of



Australian Laws on:



Australian Laws on:

Terms and conditions of entry



Australian Laws on:


Specific platform regulations (i.e Facebook)



Australian Laws on:


Specific platform regulations (i.e Facebook)

Permits


WANT TO RUN A PROMOTION IN AUSTRALIA?

ACT NSW NT QLD SA TAS VIC WA

Is the promotion exempt?

Does any chance affect the winner?

Does any chance

affect the winner?




OK!

OK!

OK!

OK! OK!

Yes No

Do you have

permits from

another state?

Is the prize worth more

than $5000?

OK!

Yes No Yes NoYes No

Yes No Yes No


than $5000?

OK!

Yes No

Yes No

Permits

OK! Permits

Instant win

prizes?

OK!

Yes No

Permits

Permits


than $5000?

OK!

Yes No

Permits

Yes No

OK!OK!

OK!Permits

Disclaimer: This chart should be used as a guide only. Please consult a lawyer before launching


5 tips when running an online comp



1. Focus. Focus. Focus




2. Go in with a plan





3. Monitor and measure EVERYTHING






4. Limit barriers to entry






4. Limit barriers to entry

5. Promote on competition sites


Damsel Vintage case study



120 leads in 4 weeks




Less than $100 spent





Facebook like gate





Facebook like gate

Post to wall





Facebook like gate

Post to wall

Words or less





Facebook like gate

Post to wall

Words or less

Call to action to their website





Facebook like gate

Post to wall

Words or less


So successful they decided to extend their competition





Facebook like gate

Post to wall

Words or less


So successful they decided to extend their competition

Entries gave them an insight into what their audience wants to wear during Summer




Thankyou.


Special Offer

• Exclusive to webinar attendees for 48 hours

• 12 months subscription to ShuttleHQ for $199 (usually $1,188)

• 83% off

Includes the ability to generate:

• Unlimited competitions with microsites

• Measure and monitor your competitions using live analytics

• Facebooks application with like-gates

• Automatically optimises your competition for smartphones and tablets

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www.thestudiodreams.com/feboffer2013

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How to run an awesome online competition - Webinar Slides