In today's digital world it is increasingly complex to develop engagement activities between users, avoiding the dispersion of messages and at the same time fueling the active participation of the latter. Sweepstakes are part of this context by taking a cue from the game to create sharing, participation and knowledge within a group.
The term sweepstakes means the application of the dynamics of the game in non-playful contexts to arouse interest, increasing interaction. The fields of application can be many but all with a common denominator: capturing and keeping the attention of users alive.
Sweepstakes: which ones to create to engage new customers
As underlined, the basic principle of sweepstakes is to use the dynamics of the game and therefore it will be necessary to determine a priori how to stimulate some intrinsic characteristics of the human being: competition, rewards and success. Common paths can be used which, depending on the itinerary established, can lead to the achievement of different points, levels, rewards, prizes, etc. depending on the result obtained.
In prize events, we find two types of modalities, currently available in Italy, regulated by the Ministry of Economic Development:
1. Member get Member
As regards the reward operations, the examples are the loyalty activities typical of the prize catalogs through a loyalty card or the member get member activities (introduce a friend) very common in the main retail chains. Sweepstakes, on the other hand, are gamification modes that create strong user engagement through the promise of multiple prizes or a final prize. In addition to these activities, with the advent of digital, new opportunities typical of online today have also developed, such as giveaways and raffles.
"Modern" Sweepstakes: Raffle and Giveaway
The Raffle consists of a sort of lottery linked to launch events both online and offline in which participants can exclusively purchase certain products, usually in a limited edition by drawing. The activity of the giveaway is simple and with minimal effort: in fact, stars usually ask users to like a post, tag a friend, share a photo, follow certain accounts, use certain hashtags, insert particular emojis in the comments. They have a limited and short duration, which can vary from the following day to about a month.
Do you want to organize prize events for your brand? Come and find out what we can do for your eCommerce!
On 3-4 May you can find us at Netcomm, we are waiting for you at stand A-14 at MICO in Milan!