Contests And Sweepstakes

Contests And Sweepstakes

Contests and sweepstakes can draw attention to a brand like no other sales promotions technique.

A contest has consumers compete for prizes based on skill or ability. Winners in a contest are determined by a panel of judges or based on which contestant comes closest to a predetermined criterion for the contest. Contests tend to be somewhat expensive to administer because each entry must be judged against winning criteria.

Contests were very often used earlier where people has to write slogans, poems, stories etc. generally “I like the product because …” and the best ones won prizes. But off lately, contests are becoming less and sweepstakes increasing. People are more willing to play on luck rather than participate by showing their abilities.

• Nokia India Pvt. ltd.

Promotion: Nokia Sms Challenge-august, 2001

Objective: To establish nokia phones as the most SMS-friendly phones in the market

City: Delhi

Strategy: Tie-ups with 15 premier outlets preceded and asked them to SMS a pre-decided line to a particular number, the time taken by a participant was the determinant of the contest, the person taking the shortest tome would be gifted a Nokia 3310 phone.

• Asian paints

Asian paints had launched a cricket promo. One had to walk into a Colour World outlet and pick out the shade of ‘blue’ that the Indian cricket team would be wearing to the world cup. Should lady luck smile, that individual would be among the 10 to win a free trip to England.

What was there in it for Asian paints?

People would be exposed to the number of shades available.

• Taj Mahal

On filling the coupon present in the ad and mailing it with a flip top of Taj Mahal tea 100, 250 or 500g pack, one could win prizes. Prizes included 1st prize: diamond set worth Rs. 1,00,000, 2nd prize: diamond set worth Rs. 50,000, 3rd prize: Taj Mahal watches. The offer was available in Punjab, Delhi, Chandigarh, Mumbai and Pune, from 24^th august to 25^th September.

A sweepstake is a promotion in which winners are determined purely by chance.

Consumers need only to enter their names in the sweepstakes as a criterion for winning. Some popular types of sweepstakes also use “scratch-off cards”.

Contests and sweepstakes often create excitement and generate interest for a brand, but the problems of administering these promotions are substantial.

One problem is that the game itself may become the consumer’s primary focus, while the brand becomes secondary. The technique thus fails to build long-term affinity for the brand.

§  Britannia khao world cup jao campaign has taken the market by a swing.

Under the offer you collect points available on Britannia biscuit packets and exchange 100 points for a scratch card, which has various gifts and the 100 world cup tickets. The offer was actually introduced during the last world cup and had shown phenomenal results. Sale increased tremendously; there was an increase in the sales by 25%, claims the company.  So it is being done this year too. This year too the contest is showing good results.

• Lakme

Obejctive: To increase sales

City: Delhi

Strategy: Scratch a card contest in all Lakme counters of different malls, markets, and shops was organized. Consumers who bought Rs.150/- worth or more of products were given a card and ion scratching the colored bar and assortment of gifts can be won.

• Lipton Tazza.

Promotion: Lipton Tazza Jo chaho woh paao contest-February 2002, July 2002

Objective: to create awareness and build consumer loyalty to Lipton tazza tea

City: all over India

Strategy: With every purchase of Tazza tea, consumers got exciting prizes and also had the opportunity to win diamond pendants. The bumper prize entailed making a wish list from TVs, Refrigerators, jewelry, computers any and everything they wished for would be made available to them.

• Even TVS Victor and Boost are having scratch cards and giving away world cup tickets.

• Maruti Suzuki

With every new Maruti 800 or Omni. The offer was on between 25^th august to 15^th September. A 22-carat, 10gm Tanishq gold coin free and lots of other prizes. Other prizes included 50 Rs 50,000 Tanishq gift vouchers, 10 Rs.1 lakh Tanishq gift vouchers and a grand bumper prize of 1kg gold.

• Vim gold bar offer – with every Vim bar you get a scratch card, which has many prizes including gold bars… people are showing interest in this offer too.

• Bombay Dyeing- Bombay Dyeing had the ‘Bombay Dyeing Lao Diamond Pao Offer. 6990 diamonds to be won’ on buying Bombay Dyeing products worth Rs. 300 and scratching the card available.

• Cinthol

Buy Cinthol International Perfumed Deodorant and through the scratch card:

1 Ist prize- Win a trip for 2 to Australia

5 IInd prizes – Panasonic 29″ colour television set.

150 IIIrd Prizes – Braun hand blender.

Guaranteed minimum prize Rs 5/- OFF.

Contests-cum-sweepstakes:

Elle 18

Promotion: Elle 18 valentine’s day promotion, feb 2002

Objective: to use valentines’s day platform to communicate with th etarget audience of Elle 18

City: Delhi, Mumbai, Banglore, Chnadigarh, Pune.

Strategy: Upon the purchase of Elle 18 products worth a certain amount, a scratch-card was given out. this could entitle the person to a number of gifts and hampers. The highlight of this was the ‘Cinderella Activity” which invited those customers who had bought products worth a pre-decided amount to try put a glass slipper. The lucky few, whose feet fit, were awarded dinner dates.