We always talk about viral competitions and effective ways of boosting your database size. And just about every single time in that conversation, you’ll hear the word “competitions” come up. Although, what we mean when we think competitions and what you might see somewhere else (e.g Fill in your details for a chance to win a trip to <exotic location here> may not be the same.)
Let’s take a look at a very specific example here:
Case: To create an engaging competition spread over a website, E-newsletters, Social Media & in-house.
Aim: To engage with potential customers and grow both the traditional database as well as the Facebook fan base.
Outcome: Reached 29,387 total entries in to the competition
MyGuestlist assisted Kimberley Accommodation in crafting the site, competition and the elements/mechanisms involved in allowing the competition to be shared virally amongst users. This includes a collaboration of both old and new web technologies to allow for maximum exposure.
It all started on March 14th 2011. A new destinational tourism promotion was launched to the Australian market featuring a prize of an all expenses paid holiday in the Kimberley’s to the value of $25,000. Running until April 20th, the campaign generated massive response from the Australian market.
The promotion attracted 42,532 visits to the the competition website in just one month, which features Kimberley marketing information, and showcases one particular self drive itinerary reinforcing Broome as the gateway to the region. The growth rate and conversion of entries was the astounding figure, which increased by up to 1100 entries per 24-hour period. The promotion website has experienced a superb signup conversion to entry rate of 66%. The mechanics behind the website coding allowed entrants to become ambassadors for the competition, by way of inviting at least three of their friends to join them on their Kimberley experience. From those referrals, the conversion rate spiked to 78%.
By competition close the Kimberley Dream competition saw a staggering 29,387 people enter!
It is for this reason precisely, that we always encourage you to get involved in interactive competitions. Sure you may not have 30k that come through (unless you’re damn excellent at your execution like the way these guys were), but we have a number of different options for competition structure/mechanics and can allow you to produce very nice, organic boosts to your database and as a result your customer base.