This document provides guidance on creating successful partnership marketing and consumer contests. It outlines 11 steps: 1) define objectives and goals; 2) identify target audience; 3) determine contest type and partners; 4) create concept; 5) establish rules and prizes; 6) publish and integrate; 7) measure results; 8) tweak strategy; 9) review case studies; 10) consider legal issues; and 11) learn lessons. Key recommendations include establishing clear metrics and rules, testing functionality, budgeting adequately for promotions, and continuing engagement after the contest. The document also covers partnership opportunities, contest types, and best practices.

1. PARTNERSHIP MARKETING & CONSUMER CONTESTS Erica Campbell Director of Marketing For Rent Media Solutions @ericacampbell

3. 11 STEPS FOR CREATING A SUCCESSFUL STRATEGY Define Objectives & Goals Identify your Target Audience Determine the Type of Contest & Partners Create your Concept Establish Rules & Prizes Publish & Integrate Measure your Results Tweak your Strategy Case Studies & Best Practices Legal Lessons Learned

4. 1. DEFINE GOALS & OBJECTIVES

5. DEFINE GOALS & OBJECTIVES Increase Brand Awareness: Create a general hype & enhance a product or service Increase Reach: Access to new distribution channels Generate Leads & Data: Improve referrals, retention and consumer loyalty Gain Content or Consumer Insight: Repurpose for future marketing initiatives Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition Gain Competitive Edge: Opportunity for business growth/accelerated market entry

6. 2. IDENTIFY YOUR TARGET AUDIENCE

7. IDENTIFY YOUR TARGET AUDIENCE Will you target new customers or existing customers? Where are your consumers engaging with your brand(s)? What are your customers habits and behaviors offline and online? How will you reach your audience? What is your budget to reach them? What is hot right now? How do you incorporate trends? What can you provide that they cannot get elsewhere? What discounts can you offer or other advantages?

8. 3. DETERMINE THE TYPE OF CONTEST & PARTNERSHIP

9. DETERMINE THE TYPE OF CONTEST Contest: A contest rewards skill; winners are determined based on skill, popularity or judging. Sweepstake: A sweepstakes awards winners at random; winners are determined based purely on chance.

10. DETERMINE THE TYPE OF CONTEST User Generated Contest (UGC): Photo, Video, Audio, Essay Facebook Like Sweepstake Blog or Post Comment to Enter Contest or Sweepstake Twitter RT or Hashtag Contest or Sweepstake Survey Form Contest or Sweepstake Status Update Contest or Sweepstake Event Sponsorship

11. DETERMINE WHO DO YOU PARTNER WITH & WHY? Who do you partner with and why? How do you promote partnerships? What type of event should you consider? How do you promote your event? How do you measure your results? Measurement tools like bar codes Social media interaction Word of mouth marketing

13. High end or low end - every brand is promoting value - what better way than to create value with brand partnerships

14. Choose partnerships wisely

15. Seek out similar target audiences & brand images

18. URBANES PARTNERS NATIONAL & REGIONAL

19. OUR COMPANY PARTNERS EMPLOYEE DISCOUNTS

20. 4. CREATE YOUR CONCEPT

21. CREATE YOUR CONCEPT A video contest inviting users to create a new commercial for one of your products or services. A user-generated content contest that awards the best ‘personal experience stories’. A photo contest related to your product or service. A product invention contest with a large cash prize. An event driven contest or a scavenger hunt. An exclusive benefit to your customers.

22. 5. ESTABLISH RULES & PRIZES

23. ESTABLISH PRIZES Will the winner be determined by public voting, a jury or at random? What is the judging criteria? How long will your contest run? How many phases will you have? What kind of prizes will you offer and what is the monetary value? How many winners will you have?

24. Partner Up. Get Swag. Give It Away.

26. Contest Dates: start and end date

27. How to Enter: detailed information

28. Selection of Winners: how and when

29. Prizes: what specifically and monetary value

30. Privacy Policy: what will we do with the info and content from everyone who enters

31. Publicity:we can use your name and photo likeness (unless you are under 18)

32. Contest Sponsor and Admin: who is it

33. General Conditions: we can cancel it if becomes a comprised contest

34. Limitations of Liability: from injury, death, any liability

35. Disputes: how to submit, who pays fees and settlements

37. ESTABLISH RULES SAMPLE PHASES Phase 1: Drives contest submissions and entries of consumer- created content Phase 2: Encourages rating and commenting for strong member interaction Phase 3: Narrows the winners to only the top submissions Phase 4: Features the winning submissions and highlights the promotion success

38. 6. PUBLISH & INTEGRATE

40. On-Site

41. Contest & Sweepstakes Sites

42. Blogger Outreach

43. Universities/Colleges

44. Film/Photography Schools

45. SEM/SEO

46. PrintEmail Display Ads Video Mobile Public Relations Social Networking Sites Outdoor Radio

47. PUBLISH & INTEGRATE SYNDICATION TOOLS

48. PUBLISH & INTEGRATE CONTESTS SITES http://www.onlinevideocontests.com/ http://www.filmthenext.com/ http://www.videomaker.com/news/ http://www.contestblogger.com/ http://www.online-sweepstakes.com/ http://www.powersweepstaking.com/index.html http://www.studentfilmmakers.com/classifieds/ http://www.sweepsadvantage.com/ http://www.contestformoms.com/ http://www.prizeatron.com/ http://videocontests.wordpress.com/ http://www.vidopp.com/

49. 7. MEASURE YOUR RESULTS

50. MEASURE YOUR RESULTS Reach- how far and wide your messages spread Impact- how your efforts change consumers’ actions or opinions Quantity- how many consumers interact with your initiatives Quality- strength and depth of consumers’ interactions with your initiatives

51. 8. TWEAK YOUR STRATEGY

52. TWEAK YOUR STRATEGY Evaluate your metrics Evaluate the contest type Evaluate your partners Evaluate the landscape Trends come and go Be nimble and adaptive Consider your budget Continue to identify key influencers

53. 9. CASE STUDIES

54. PHOTO CONTEST ‘COOLEST SPACE IN YOUR PLACE’ &

55. PHOTO CONTEST ‘COOLEST SPACE IN YOUR PLACE’ Received 251 entrant photos, 30 internal photos Homes.com increased 245 fans and ForRent.com increase 395+ fans Over 250,000 Facebook Interactions Almost 20,000 page views to the Facebook Application Over 600,000 impressions on Homes.com 22 million impressions and 4,065 clicks on Facebook Exposed to finalists network which equals 55,000+

56. VIDEO CONTEST ‘IF ONLY YOUR APARTMENT FURNITURE COULD TALK’ Direct navigation increased 20% 57% boost in college age visitors to site $10,000 Cash Prize

57. VIDEO CONTEST WHY WE WENT WITH A 3RD PARTY Brand Ownership: Contest concept & messaging of choice. Consumer Self Expression & Engagement: Features encourage participation: consumer rating, voting & commenting, consumer viewing by most recent, top rated & most viewed submissions. Sharing & Viral Distribution: Users share across the web using: Email to a friend, direct URL link and embed player options. Safe Content Management: 24/7 content and program management for brand safety and control.

58. VIDEO CONTEST ‘IF ONLY YOUR APARTMENT FURNITURE COULD TALK’

59. “Social media is my life,” says Walsh. “In fact, I even created a Facebook group for my video submission to gain more views and votes. It’s like a chain reaction. I tell 10 people, they tell 10 people and it spirals.” - Brendan Walsh ( A 20 year-old student from Steubenville, Ohio, majoring in digital media production at the Art Institute of Pittsburgh)

60. VIDEO CONTEST AD VALUE

61. VIDEO CONTEST CASE STUDY

62. VIDEO CONTEST ‘IF ONLY YOUR APARTMENT FURNITURE COULD TALK’

63. VIDEO CONTEST ‘Ready2Move’? $10,000 Cash Prize $1,500 Voting Prize 24,000 79,000 335,000 Votes Unique Visitors Pageviews

64. VIDEO CONTEST ‘READY2MOVE?’

65. VIDEO CONTEST KEEP THE MOMENTUM GOING

66. PHOTO CONTEST ‘VIVA LA VIE BOHEME’ Results: Total Photos Submitted: 32 Total Photo Votes (Likes): 2,100 Total Photo Comments: 388 Total Wall Post Comments Related to the Contest: 196 RT’s: 100+ Followers: 35.5% increase

67. PHOTO CONTEST ‘PET PADS UNLEASHED’ Results: 560 photos submitted, 2,500+ votes, 300+ new Facebook Fans, 17,000+ pageviews and 2,700 photo views, and 17,000+ photo views on Flickr, $1,500 Cash Prize

68. PHOTO CONTEST ‘PET PADS UNLEASHED’ Animoto.com

69. STATUS UPDATE ‘WORST GIFT EVER’ Total Stories: 61 New “Likes” (Fans): 111 Comments: 54 Total Interactions: 100+ Facebook “Likes” (Content): 53

70. FACEBOOK ‘LIKE’ CONTEST Total Stories: 61 New “Likes” (Fans): 111 Comments: 54 Total Interactions: 100+ Facebook “Likes” (Content): 53 New “Likes” (Fans): 100+

71. FOURSQUARE CHECK-IN CONTEST

72. CONSUMER CONTEST COMPARISON MATRIX

73. CASE STUDIES

74. Turn your clubhouse into a Co Workspace

75. URBANE APARTMENTS PARTNERSHIP MARKETING Sharpie: Draw on the Walls Contest Vitamin Water: Hydration Gallery

76. URBANE APARTMENTS PARTNERSHIP MARKETING Yelp: Spam – a – Rama #meet-up #LaughUp with National Comedians in town

77. URBANE APARTMENTS PARTNERSHIP MARKETING SxSw Chevy Road Tour

78. THE BUZZUTO GROUP PARTNERSHIP MARKETING

79. 10. LEGAL

80. FACEBOOK PROMOTIONS GUIDELINES Use a 3rd Party App: The contest must be run through a custom app either on a Canvas Page or an app on a Page Tab. Use of the Facebook Name: Only use the Facebook name to communicate where to enter the contest. Promotions on Facebook must include the following: A complete release of Facebook by each entrant or participant. Acknowledgement that the contest is in no way sponsored, endorsed or associated with Facebook. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook. Include disclosures near entry field: Facebook is not connected to your contest in any way: release from liability, they aren’t sponsoring your contest, and info you collect does not go to Facebook. Read the complete terms at: http://www.facebook.com/promotions_guidelines.php

81. TWITTER PROMOTIONS GUIDELINES Contests on Twitter may offer prizes for tweeting a particular update, for following a particular user, or for posting updates with a specific hashtag. Twitter is not liable for any content users post. Twitter can do anything they want with the content users post, but users retain rights to it, too. (They will not share personal info) If Twitter is not available during you contest, they will not be liable for any damages. Read the complete terms at https://support.twitter.com/entries/18311

82. PLAYING BY THE RULES Contests and sweepstakes are legal but a lottery is not legal (only States have the power to run a lottery). There is a differences between a contest, a sweepstakes and a lottery and there are 3 elements to consider: chance…consideration…prize

83. PLAYING BY THE RULES CONSIDERATION + PRIZE = CONTEST You have to do something to win a prize, such as take the best photo/video or come up with the best slogan or best design; this is the “consideration” that is required of you. In theory, though, there is no “chance” since the “best” entry will win (in other words, it is not random).

84. PLAYING BY THE RULES CHANCE + PRIZE = SWEEPSTAKES You don’t have to really do anything - give consideration - to win, but winning is based on chance, i.e. a random drawing. We have to be careful not to require that people visit your community/website or perform in some other way in order to qualify for the drawing, because then…

85. PLAYING BY THE RULES YOU HAVE ALL 3 AND THIS IS BAD! Because now there is a LOTTERY and this is illegal! Chance (random drawing) + consideration (you are requiring of me) + prize IS A LOTTERY

86. LEGAL COOPERATIVE AGREEMENT Significant limitations imposed by Big Company as to how and where the Big Company logo and other intellectual property/marks can be used Prohibitions from Big Company to not reverse engineer any programs A requirement whereby Small Company cannot tell others about the arrangement made with Big Company (the business details) The right of Big Company to seek an injunction if Small Company does anything that violates the agreement Language that if Small Company does anything bad that makes people go after Big Company, that Small Company will "cover" (indemnify) Big Company. Two practical tips would be: 1. Small Company should try to make as many of the conditions "mutual" - i.e. Big Company needs to be limited to how/where Small Company's logo can be used; Big Company will indemnify Small Company if Big Company does anything bad that makes people go after Small Company, etc. In other words, much of the agreement should say "Both parties" a lot. 2. Small Company should check with their insurer to see if they have coverage for sweepstakes and contests; this might already be part of the their policy or it can perhaps be added as a rider.

87. 11. LESSONS LEARNED

88. LESSONS LEARNED Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules) Test: Test the full functionality of your campaign prior to the start. (Both front end and back end) Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest or partnership versus during the time frame. Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest and partnership period. Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.

89. LESSONS LEARNED Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs. Prizes: Make sure the prizes are motivating, relevant & the concept is FUN. Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners, entrants and participants. Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive.

90. LESSONS LEARNED TAKE ACTION TODAY Brainstorm potential partners (locally, regionally, nationally) Read the Terms of Service for the sites that you will be using Draft a Rules template for your legal teams Talk to a web developer, if needed, about setting up a rules web page or a contest microsite Research a social media contest professional

91. THE ULTIMATE PARTNERSHIP TYING THE KNOT!

92. slideshare.net/ericacampbell @ericacampbell linkedin.com/in/ericawcampbell facebook/ericawcampbell blog.forrent.com