> It’s community-based public relations
> Low cost option for the chance of extreme word of mouth
> Ideal platform for spreading the word about your promotion and brand
> Uber viral:
• invite + share with friends
• promote with friends in newsfeeds
• communicate with updates + notifications to encourage return visits
media promotions rule
More than 80% of all internet users have
entered at least one sweepstakes or contest
within the past year and 50% enter them at
least once a month*.
Interactive promotions like sweepstakes, contests and give-aways are a
form of marketing that consumers actually like.
why create a social
> Build a company's fan base or mailing list
> Introduce a new product
> Drive traffic to your website
> Gather customer feedback or user stories
> Simply build your brand awareness
how can a social
media contest help?
Before you do anything, you have to set your expectations + goals...
1. Create buzz
2. Low budget
3. Generate more in-store sales
like a good pizza, it
all starts with the base...
Kitchen ZINC Brainstorm + Research:
Q. What kind of contest will engage the audience + match your brand?
A. Creativity, photos + recipes
Q. What do people want to win?
A. Free pizza + bragging rights!
Q. What have competitors done?
A. Nothing locally
think about it
Now establish the nuts + bolts of the contest:
> Set the nitty gritty contest guidelines
> Determine timeframes
> Establish how judging will be handled
> Decide on prizes
make a plan
Set up the contest:
> Determine how you are going to implement the contest
> Make sure there are multiple points of entry cross-platform
> Use all available options from program to allow access to contest
make a plan
PHASE 2: THE PUBLIC VOTES TO DETERMINE
WHAT YOU NEED TO SUBMIT YOUR ENTRY: THE 5 FINALISTS
• Name your perfect pizza April 12-21, 2010
• Description of your pie and why we should • People can vote for one submission once
choose your creation per day.
• Photo of pizza [optional] • People can vote for submissions with by
simply clicking the "Vote Now" button.
PHASE 1: ENTRIES ARE SUBMITTED
March 15-April 15, 2010 • Submissions are displayed according to
most popular and most recent.
Contest Details [continued]:
PHASE 3: FINALISTS AS SPECIALS FOR PHASE 4: THE WINNERS ARE ANNOUNCED
IN-STORE VOTING May 12, 2010
April 26 - May 4, 2010 There will be 5 winners—1 grand prize, 1
We will take the top 5 finalists as runner up and 3 honorable mentions—
determined by the online community, that announced at a celebration event!
meets the criteria, and run them as actual
specials. People will have the ability to vote
for the winners ONLY in-store.
Make a marketing plan:
> How will you promote?
> Who are you targeting?
> What is your marketing budget?
> How will you create a consistent image for the contest?
> Can you use any existing marketing/advertising contracts or expenses?
get the word out
Kitchen ZINC’s Marketing Plan:
> Facebook ads
> PaperG ads/NHI
> Media advisories
> Google Adwords
> In-store promotions [check
presenters, posters, etc]
get the word out
> Between March 15-May 15, people flocked to Kitchen ZINC's website and
Facebook page to enter the Make Your Own Pizza Contest.
> Over 94 entries qualified for voting in the finalist phase.
> Over a 10 day period, the top 5 finalists pulled in 2355 votes combined,
and the top 10 brought in 3694 votes!
> Greatly increased bar + food sales during contest
> The entire budget stayed under $500 for new contracts
[existing contracts used to minimize new expenses]
1. Define your marketing goal
2. Get creative
3. Offer the right incentives + create urgency to submit
4. Make entering easy + readily available
5. Promote your contest—new + traditional media
6. Keep the audience interested + engaged
7 tips for success
This presentation will be available online: