Gamification techniques such as Giveaway or Raffle are increasingly spreading to promote brands and products.
Few know how to optimize the launch of certain products or simply increaseengagement among existing customers. We are talking about the use of giveaways and raffles, two techniques now known in the United States of America and growing rapidly within the European market.
In fact, giveaways are born from the United States thanks to influencers and web personalities to thank their followers who faithfully support them daily on social networks and follow their contents. This type of prize event is often carried out to further extend the base of followers in exchange for a series of actions to be conducted on social networks.
The giveaways have spread and continue to flourish especially by beauty gurus and fashion icons who are giving away products bought by them or made available by brands, the result of commercial collaborations. They have a limited and short duration, which can vary from the following day to about a month. The winners are usually drawn randomly or are selected based on who first performs a series of actions, or even by an expert jury based on the presentation of specific projects.
The giveaways are very successful as they reproduce the playful element in a game context to leverage users on an emotional level and stimulate their participation and competition to obtain satisfaction by winning a prize offered by the promoter brand. The advantages of using these social engagement tools are many, such as: increasing brand reputation, maximizing intersections, increasing visibility and virality, user loyalty and acquisition of profiled leads.
On the other hand, the Raffle, literally 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 limited editions. Unlike Giveaways, this marketing strategy, designed to create a strong expectation around a product, is mainly aimed at consumers who are more passionate about individual brands. Normally, to participate in the draw, the customer must register by filling out a form in which he enters some personal data, provides consent for their treatment according to the current EuropeanGDPR regulation, and agrees to receive futurecommercial and marketing communications.
The raffle contributes to making the product unique, exclusive and highly attractive, by implementing a marketing strategy that makes each launch a real event that pushes the customer to action: the so-called Call to Action. In addition, the limited offer provides additional value to the brand, thus helping to outline and strengthen its Brand Identity.
A concrete example of raffle is the one organized by Nike for the The Ten sneakers collection, in collaboration with Off-White, an Italian streetwear and luxury fashion brand. In this case, to participate, the customer had to access or create his own personal NikePlus profile for free and in the event of a win he was immediately charged for the product, since he had already provided all the data necessary for payment during registration. These lotteries are in fact particularly suitable and widespread among international brands such as Nike and Adidas which exploit their Brand Reputation to organize these types of limited offer auctions.
Giveaway and Raffle are two strong methods of engagement that allow brands to make their products known and entice customers to purchase. If you optimize their use and apply brand-specific techniques, these strategies can increase profits through improved lead generation.
E-Business Consulting has been active since 2007 in the organization and management, turnkey, of Raffle, Giveaway, Member get Member, Sweepstakes and co-registration activities. Call now and request a free, no-obligation quote to organize your most suitable promotional activity based on the type of target customers.