My Facebook account has lately been bombed with several invitations by consumer brands. I’ve been promised free food or trip to the factory. If I win the lottery, that is.
You know what? That’s so web1.0.
There are million competitions you could enter. And some people do participate. But they don’t care about your brand. They just try their luck.
And what does your brand get? Contacts for DM? Maybe. Good tools for irritating the consumers. And for arranging more competitions.
In Facebook and other social media networks your brand MUST ENGAGE with the consumer. Competition can be engaging, but you need to do it right. Make consumers CONTRIBUTE, make them SHARE and RECOMMEND. Give them CONTENT they are interested in.
Please don’t think consumers are stupid. Giving out 10kilos of porridge every day will kick back. Instead, make them design and share best porridge recipies and vote the best consumer product. And for the winners, make the winning porridge a part of your product line and invite winning voters to experience the making of porridge with a porridge celeb. Vid and share the whole process.
I hate it how marketing people are buying these old school marketing process “innovations”. They are so waste of money.