Over the years you’ve probably encountered your fair share of branded contests (I know we have). There’s a reason for this. When properly executed, contests can be one of the most effective marketing strategies.
Marketers have known this for years, and branded contests, sweepstakes and giveaways have been working wonders for decades as a result.
You might remember some of these old-school contests, like the Coca-Cola MagiCan sweepstakes (excuse the VHS quality):
Or this Frito Lay “Money Giveaway.”
Contests have been so historically effective that the United States government even uses one – the Green Card lottery – to determine who gets to live there.
You may be wondering, if they’re so effective, why isn’t everyone using contests to market?
Well, the answer is actually pretty straightforward. Successful contests used to take millions of dollars to plan, promote, track and execute. This means that as recently as 10 years ago, you had to be a huge multinational brand or a government organization to run a successful contest.
The alternative option was running small-scale, localized competitions. While these were also effective, they weren’t nearly as impactful as larger contests, resulting in them never becoming a go-to marketing strategy.
So while large-scale contests were once the domain of powerhouse companies and organizations, things are wildly different nowadays.
The internet has given birth to tools that allow your organization – no matter how large or small – to run nationwide contests. Platforms like Gleam can help you leverage contest marketing to improve your brand recognition, collect user-generated content, generate fresh leads and create better engagement with existing prospects.