Drive Engagement with Online Video Contests
Creating interest and engagement among consumers should be an ongoing focus for marketers when creating brand awareness and building brand loyalty. A well done online video contest like Bee M.D's incents consumers to engage the brand and build loyalty.
Leading consumer packaged goods companies like Bee M.D. are using online video contests and sweepstakes as a way to encourage consumers to engage their brand. Bee M.D., maker of organic honey throat drops, is giving away cash prizes for the most popular "Bee FF" videos. When contestant submit their Bee FF videos, they are also broadcast on Bee M.D.'s YouTube's User Channel for a chance to win.
Another major brand, Hyatt and BBDO launched "The Big Welcome" contest and sweepstakes in early 2009 to promote the frequent guest program.
For the contest, participants were asked to answer the question, "How would you spend 365 free nights at Hyatt to create an unforgettable experience?" Contestants had to answer that question in 250 words or fewer; a photo, video, audio file, or drawing were optional.The campaign resulted in 100,000 new Gold Passport members, an increase of 22 percent in the enrollment from the same period the prior year. What's more, "The Big Welcome" participants contributed 14 percent to Hyatt's revenue from April through June 2009.Benefits of Online Contests include:
- Increased sales
- Grow consumer mailing lists
- Attract new customers
- Encourage brand loyalty
- Generate interest in new products
Comments
This seems to be a really good idea, tearing apart from the old, boring essay contests. I think I will consider doing this in one of my future products. Thanks for sharing!
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