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30 Contest Ideas in 30 Minutes

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30 Contest Ideas in 30 Minutes

  1. 1. How to Succeed with ContestsPlus 30 Proven IdeasNew York Press Association ConferenceApril 2013DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  2. 2. Presenter Matt Coen President & Co-Founder matt@secondstreet.com 314.880.4902 @mcoen @secondstreetlab secondstreetlab.comNew York Press Association Conference 2013
  3. 3. Agenda• Why Contests?• Prospecting• Pitching• Planning• Post-Contest• 30 Contest IdeasNew York Press Association Conference 2013
  4. 4. Who We AreNew York Press Association Conference 2013
  5. 5. UPICKEM• 2,000 partners• 100,000 contests• 12 million playersNew York Press Association Conference 2013
  6. 6. Our Partners 2,900 media companiesNew York Press Association Conference 2013
  7. 7. secondstreetlab.com secondstreetlab.comNew York Press Association Conference 2013
  8. 8. New York Press Association Conference 2013
  9. 9. New York Press Association Conference 2013
  10. 10. New York Press Association Conference 2013
  11. 11. New York Press Association Conference 2013
  12. 12. Why Online Promotions?In Billions Source: Borrell Associates New York Press Association Conference 2013
  13. 13. UPICKEM• 2,000 partners• 100,000 contests• 12 million playersNew York Press Association Conference 2013
  14. 14. A White Label Platform• We host the contests• You own all the data• You keep the page views• You keep 100% of revenue• You can run an unlimited number of contestsNew York Press Association Conference 2013
  15. 15. Case Study: Gatehouse Media 2012 Contest Calendar Marketing Revenue Initiative Market Initiative Date Revenue Cutest Babies January $315,000 Big Game Challenge January-February $115,505 Red Carpet Challenge February $58,674 College Basketball March $267,100 Salute to Nurses April-May $214,000 Mother’s Day April-May $65,000 The Pet Show June $71,547 Football August-October $966,000 Reader’s Choice September-November $964,000 Paint it All Pink October $275,000 Total Revenue $3,311,826New York Press Association Conference 2013
  16. 16. Case study: The Statesboro heraldDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  17. 17. The Statesboro HeraldNew York Press Association Conference 2013
  18. 18. The Statesboro Herald New York Press Association Conference 2013
  19. 19. The Statesboro Herald Results: Cutest Couple Contest •4 weeks •7 sponsors •890 new registered users •10,990 votes •25,000 page views •$3,500 in Revenue New York Press Association Conference 2013
  20. 20. The Statesboro Herald Case Study: Cutest Kids •10 sponsors •491 Submissions •2,424 registered users •134,000 page views •Acquired over 2,000 email addresses •$10,000 in Revenue New York Press Association Conference 2013
  21. 21. The Statesboro Herald New York Press Association Conference 2013
  22. 22. The Statesboro HeraldNew York Press Association Conference 2013
  23. 23. The Statesboro HeraldResults•9 contests + “Best Of”•$50,000 + $50k in “Best Of”•20,000 email addressesNew York Press Association Conference 2013
  24. 24. Contest Types Managed Turnkey CustomBranded locally, You manage Any contest you dream ofmanaged nationally Template design with Dozens of contest typesPrizes supplied for most room to customize i.e. ‘Cutest Couple’ You create and manage theSports, Entertainment contest Webinars, Sales kitsWebinars, sales kits Advertiser You create and manage a contest on a client’s behalf, i.e. host on their Facebook page; also referred to as the ‘Agency Model’ All contest types are Facebook-friendly New York Press Association Conference 2013
  25. 25. UPICKEM Managed ContestsSports Pro Football Season Pro Football Big Game College Football Season College Football Bowl Golf Auto Racing Pro Basketball College Basketball Pro HockeyAwardsShows Movie Awards Music Awards Television AwardsRealityTelevision Race to the Finish Voted Off the IslandNew York Press Association Conference 2013
  26. 26. UPICKEM Template ContestsUGCPhoto Cutest Couple Mother’s Day Father’s Day HalloweenSweeps HolidayNew York Press Association Conference 2013
  27. 27. UPICKEM Custom Contests Photo Video MP3 Essay Sweepstakes Multiple Choice Embedded Media Two Photos All contest types are Facebook-friendlyNew York Press Association Conference 2013
  28. 28. ProspectingDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  29. 29. ProspectingNew York Press Association Conference 2013
  30. 30. Identify the Sponsorship Type• Exclusive• Category Specific• Multiple SponsorNew York Press Association Conference 2013
  31. 31. Identify the Sponsorship Type• Exclusive• Category Specific• Multiple SponsorNew York Press Association Conference 2013
  32. 32. Identify the Sponsorship Type• Exclusive• Category Specific• Multiple SponsorNew York Press Association Conference 2013
  33. 33. PItchingDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  34. 34. The Pitch• But what is it about being a sponsor of a contest that you should be pitching to the client?New York Press Association Conference 2013
  35. 35. Maximize Sponsor Exposure• Contest PageNew York Press Association Conference 2013
  36. 36. Maximize Sponsor ExposureNew York Press Association Conference 2013
  37. 37. Maximize Sponsor Exposure: EmailsNew York Press Association Conference 2013
  38. 38. Maximize Sponsor Exposure: Your websiteNew York Press Association Conference 2013
  39. 39. Maximize Sponsor Exposure: Traditional MediaNew York Press Association Conference 2013
  40. 40. Maximize Sponsor Exposure: Deals + ContestsNew York Press Association Conference 2013
  41. 41. Case Study: The Wichita EagleFourth Year Results:•Earned $100,000 in revenue in2012New York Press Association Conference 2013
  42. 42. Keys to Success• Sold as an integrated print and online promotion• Multiple Advertisers and Sponsors• Advertisers participated as VIPs• Heavy promotion of the contestNew York Press Association Conference 2013
  43. 43. Program DetailsPrint Advertising Details• 22 consecutive weeks• Headshot printed weekly with latest picks and performance to-date• Relevant NFL coverage flows over top of environment• Double truck of sports• Single box: 2 col. X 4”• Double box: 4 col. X 4”New York Press Association Conference 2013
  44. 44. Program Details• Online Advertising Details• Drove audience to unique URL• Advertiser coupons• Additional promotion for partnersNew York Press Association Conference 2013
  45. 45. Program Details• Online Advertising Details • Rotating 900x300 and 211x126 banners link to special offer couponsNew York Press Association Conference 2013
  46. 46. Get Staff Buy-inRoll Out to Staff• Created plan book with in-depth materials including: – Bullet-point reference sheet – Mini spec layout – Sales sheet – Customized program agreementNew York Press Association Conference 2013
  47. 47. Choosing the Right ContestsDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  48. 48. Align with Traditional PromotionsNew York Press Association Conference 2013
  49. 49. Sell Bundled PackagesNew York Press Association Conference 2013
  50. 50. Choosing the Right Contests• Understand your goals• Target the right advertisers• Keep it simple New York Press Association Conference 2013
  51. 51. Contest Follow upDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  52. 52. Contest Follow – upBest Practices•Email to all participants with sponsor offer•Story on winners online/print/on-air•Showcase winners on contest welcome page/winnerspage•Social media mentions•Showcase winners in following years promosNew York Press Association Conference 2013
  53. 53. Contest Follow-upNew York Press Association Conference 2013
  54. 54. Contest PlanningDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  55. 55. Contest Revenue SuccessNew York Press Association Conference 2013
  56. 56. Why Plan? New York Press Association Conference 2013
  57. 57. Planning Best Practices 2013 ForecastNew York Press Association Conference 2013
  58. 58. PLAN-IT 365 Program Steps PLAN-IT 365 STEPS TO SUCCESS! PLAN-IT 365 STEPS TO SUCCESS!New York Press Association Conference 2013
  59. 59. Contest Calendar Contests Sweepstakes January Kids Whole New You February Cutest Couples Valentine’s Day March Basketball Spring Break April Mother’s Day May Golf Sweeps June Father’s Day Travel Giveaway July Travel/Vacation Photos Concert Tickets August September Football (Sept-Feb) Football Tickets October Voter’s Choice Voter’s Choice November Holiday Shopping December Scared of Santa Holiday Shopping New York Press Association Conference 2013
  60. 60. 30 Contest IDeasDRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCENew York Press Association Conference 2013
  61. 61. 30 Fitness Star-Herald (Scottsbluff, NE) 2012 Get Fit Challenge Sponsored by Regional West Medical Center, Torrington Community Hospital, Box Butte General Hospital & more. • 709 Registered Users • Total Gross revenue $14,300 “We were very happy with the results. This was our 2nd year of the contest and we plan on doing this contest every year until there are no overweight people left.” - Willy Weibert, Sales ManagerNew York Press Association Conference 2013
  62. 62. 29 Recipes WNYT-TV (Albany, NY) NYS Apple Growers Recipe Showdown Sponsored by New York State Apple Growers • 54 Registered Users • 3,374 Votes • Revenue $5,000 • 25,520 Page Views“This contest was custom-designed to suit aclients specific needs. We built an exclusivesponsorship and partnered with them by providingthe prize. Both the client and the station werepleased with the results.”- Lori Collado, Digital Media SpecialistNew York Press Association Conference 2013
  63. 63. 28 Essay KOMO-TV (Seattle, WA) West Side Story, Share Your Love Story • 383 Registered Users • 1,025 Votes • 23,162 Page ViewsNew York Press Association Conference 2013
  64. 64. 27 Memorable Moments KATU-TV (Portland, OR) Disneyland Making Memories Contest Sponsored by Disney • 940 Registered Users • 17, 729 Page Views "The Disneyland Resort Giveaway was sponsored by Disney and promoted in newscasts, on our website, snipes during TV programing, Facebook and Twitter.” -Jennifer Shrum, Interactive News ProducerNew York Press Association Conference 2013
  65. 65. 26 Prom Truro Daily News (Truro, Nova Scotia) Favourite Prom Photo Contest Sponsored by Inglis Jewellers • 930 Registered Users • 2,261 Votes • Revenue $1,000 • 166,326 Page Views“We ran banner ads in the paper drivingentrants & voters to our website- daily forthree weeks. For this particular package thesponsor supplied $1,000.00 in prizes.”- Kevin Bent, Web EditorNew York Press Association Conference 2013
  66. 66. 25 Weather/Temperature Our State (Greensboro, NC) 2011 Fall Photo Contest Sponsored by Mountain Community Travel Office • 1,924 Submissions • 1,117 Registered Users • Revenue $2,500 • 193,883 Page Views “The sponsorship package included the contest, its presence on our website, a few call outs on our Facebook page, inclusion in our regular monthly newsletter, as well as as a standalone promotional email, and a mention in a print ad for ‘whats online’ with our magazine that month.” - Laurie Weaver, Online Media ManagerNew York Press Association Conference 2013
  67. 67. 24 Fishing/Hunting New Bern Sun Journal (New Bern, NC) Gone Fishing Sponsored by Sportsman’s Toy Store • 4,864 Votes • 30,235 Page Views “These contests are a great way to drive traffic to your website and expose more non-subscribers to your product... Im definitely seeing where Facebook is helping spread the word in regards to entries and voting.” - Judy Avery, VP of MarketingNew York Press Association Conference 2013
  68. 68. 23 Brackets Fort Worth Star-Telegram (Fort Worth, TX) DFW.com Battle of Burgers 2011 • 2,342 Registered Users • Revenue $6,000 • 80,620 Page Views "There were no official sponsors, but we did generate additional ad sales (about $6,000) from local and participating burger joints in the contest. Some of those ad sales turned into long-term contracts.” - Wendy Stane, Promotions, Events, Social MediaNew York Press Association Conference 2013
  69. 69. 22 Drawing/Art OrangeCounty.Com (Irvine, CA) Spring Cover Shot Surf Photo Contest Sponsored by La Casa Del Camino, Dan Taylor Surfboards • 1,140 Registered Users • 113,815 Votes • Revenue $5,000 • 228,153 Page Views "This was a fun contest for us. Revenue was $5,000 with online exposure, banner ads, etc. They also received banners run of site.” - Kris Heineman, Senior ManagerNew York Press Association Conference 2013
  70. 70. 21 Wedding WCVQ-FM (Clarksville, TN) Q Wedding Giveaway 2012 Sponsored by Clarksvillebrides.com and others • 5,378 Registered Users • 22,366 Votes • Revenue $7,615 • 406,806 Page Views“We had 16 sponsors and were veryhappy with participation from bothcontestants and sponsors. We plan to doit again next year.”- Scott Chase, Operations ManagerNew York Press Association Conference 2013
  71. 71. 20 Makeover The Pitch and Her Kansas City (Kansas City, MO) Make Me Over Sponsored by KOSAMA, Lady Bird, Alignment is Life, In the Pink, Sazzy’s, Trinity Limo & Ben Palmer Photo • 939 Registered Users • 10,343 Votes • 74,481 Page Views“The makeover contest grew our Facebook fans byabout 400 likes. We gained clients by selling throughto our publication and websites. And we had anoverall glowing response from all who participated.”- Dawn Jordan, Advertising DirectorNew York Press Association Conference 2013
  72. 72. 19 Travel/Vacation WPHL-TV (Philadelphia, PA) Apple Vacations Endless Summer Photo Contest Sponsored by Apple Vacations • 53,530 Votes • 91,764 Page ViewsNew York Press Association Conference 2013
  73. 73. 18 Nature Washington County Enterprise (Blair, NE) Enterprise 2011 Photo Contest • 6,326 Votes • 26,823 Page Views"We did this purely for our readers. We werethrilled at the participation of the community onthis one. We do this contest every year as moreof a PR move.”- Ali Zicheck, Digital Media Coordinator/ Advertising Associate New York Press Association Conference 2013
  74. 74. 17 Creative KBFB - FM (Dallas, TX) Rihanna Red Head Hair Contest • 2,295 Registered Users • 8,769 Votes“This contest generated 1,082 Facebook likesand was a very successful campaign. Wed liketo pursue a hair product advertiser to sponsorthe contest next time.”- Dan Shelley, General ManagerNew York Press Association Conference 2013
  75. 75. 16 Big Giveaway Newsday (Suffolk, NY) Sands Wedding Giveaway Sponsored by The Sands, Geo Events, Flowers by Topaz, Our Prints Charming, DejaVu Studios, Sugar Dinning Den • 3,297 Registered Users • 18,780 Votes • Revenue $25,000 • 214,790 Page Views "All contestants were invited to a cocktail function at the Sands Hotel, where the winners were selected and announced -spot prizes and surprises were also presented.” - Diane Aiken- Miller, Interactive Display Sales CoordinatorNew York Press Association Conference 2013
  76. 76. 15 School Spirit/Biggest Fan U-T San Diego (San Diego, CA) Bolt Fever – Photo Contest • 717 Registered Users • 85,225 Votes • 199,687 Page Views"For this contest we ran promos on ourhomepage and in our sports sections. Thepromos ran on the Sports pages on Sundays,which is our biggest print circulation day.”- Tom Mallory, Homepage EditorNew York Press Association Conference 2013
  77. 77. 14 Mothers Day/Fathers Day WKRG-TV (Mobile, AL) Mother’s Day Photo Contest 2012 Sponsored by Calagaz Photo and Video • 4,072 Registered Users • 8,769 VotesNew York Press Association Conference 2013
  78. 78. 13 Goodwill WCTV–TV (Fuquay Varina, NC) WCTV’s Teacher of the Month! Sponsored by Super-Lube, Auto Super-Service Center, Envision Credit Union • 468 Registered Users • 9,734 Votes • Revenue $36,000 • 74,565 Page Views"We put our heads together and created asponsorship package for the contest consisting ofa Title Sponsorship, with several SecondarySponsorships available. Super Lube committed tobecoming the Title Sponsor for the school season,Sept. – May. Each sponsor committed for the 9month school term investment.”- Holly Spires, Digital Sales Manager New York Press Association Conference 2013
  79. 79. 12 Cars/Motorcycles KY3-TV (Springfield, MO) Enter To Win $1000 From Youngblood Auto Sponsored by Youngblood Auto • 3,620 Votes • Revenue $8,000 • 15,626 Page Views"The contest added 400 new likes to theirFacebook page, increased engagement andsharing of the Youngblood Page. Plus, theadvertiser was extremely happy and has alreadybooked two more contests.”- Brandon Welch, Internet Marketing ConsultantNew York Press Association Conference 2013
  80. 80. 11 Tattoos The Colorado Springs Gazette Check Out My Ink! • 855,786 Votes • 85,844 Page Views”The contest generated a lot of comments andengagement from this niche community. We havefound that finding the right niche audiences forcontests is extremely beneficial for driving page viewsto our websites. This contest was a perfect exampleof that.”- Rudy Vasques, Marketing ManagerNew York Press Association Conference 2013
  81. 81. 10 Holiday Shelbyville Times – Gazette (Shelbyville, TN) Scared of Santa Sponsored by Lowery Jewelers • 728 Registered Users • 27,231 Votes • 133,127 Page Views"The trade sponsor had their name onthe contest header and house promoads. They also had house ads onwebsite.”- Stevie Longwith, Online Advertising New York Press Association Conference 2013
  82. 82. 9 Beauty Winnipeg Sun (Winnipeg, Manitoba) Be the Next SUNshine Girl • 547 Registered Users • Revenue $22,000 • 233,986 Page Views"We sold a special print section-thispromo generated more than $22,000for us.”- Kevin Klein, Publisher & CEONew York Press Association Conference 2013
  83. 83. 8 Advertisers WDBJ - TV (Roanoke, VA) Name the Baby Red Panda Sponsored by Boxley Materials Company • 840 Registered Users • 533 Votes • Revenue $3,000+ • 26,296 Page Views“Don’t forget deals! We decided to partner thiscontest with a deal as a way to drive foot traffic tothe zoo while there was such an excitementaround the panda. The voting ended at midnightand the next morning our deal was for a FamilyFun Pack to Mill Mountain Zoo.- Carissa Divant, Account Executive New York Press Association Conference 2013
  84. 84. 7 Halloween Lubbock Avalanche Journal (Lubbock, TX) Cutest Trick’r Treater Photo Contest Sponsored by Spirit Halloween Superstores & The Maze • 9,317 Votes • Revenue $2,500+ • 19,716 Page Views“We were very pleased with the amount of pageviews our site received as a result. We plan todo this again in the future with more sponsorsand additional opportunities to win.”- Craig Martin, Digital Media Sales Director New York Press Association Conference 2013
  85. 85. 6 Talent WPRO-FM (Riverside, RI) Dance With Britney Sponsored by Wendy’s and Jive • 164,132 Votes • 137,843 Page Views • 952 Registered Users • Page Views 128,421New York Press Association Conference 2013
  86. 86. 5 Couples WLMG – FM (New Orleans, LA) Cutest Couples Photo Contest Sponsored by Cirque Du Soleil, Ralph’s on the Park, Fischer’s Jewelry, Gigi’s Cupcakes • 170,239 Votes • Revenue $8,000 • 123,180 Page Views"This was the first time we’ve done this contest andwe weren’t sure how it would go, but we receivedmore than 200 entries – which was great! Overallthough, we got an additional 100,000 page views andthat was a great result!”- Annette Basile, Digital Content ManagerNew York Press Association Conference 2013
  87. 87. 4 Pets WEZB – FM (New Orleans, LA) My Pet Rox the Black & Gold Sponsored by Toyota of Slidell, Lakeside-Pets.com, Camp Bow Wow • 612,550 Votes • Revenue $8,000 • 430,402 Page Views “This was the first year we did a contest like this, but felt it worked out really well. It gave us a chance to hit a listener “hot-button” (their pets), gave us a way talk about our NFL team without saying their name and we felt the voting results were great!” - Annette Basile, Digital Content ManagerNew York Press Association Conference 2013
  88. 88. 3 Local Sports Arkansas Democrat – Gazette (Little Rock, AR) Best High School Mascot • 864 Registered Users • 180,039 Votes • 175,086 Page ViewsNew York Press Association Conference 2013
  89. 89. 2 Sweepstakes KDAF – TV (Dallas, TX) Great Grill Giveaway • 375 Registered Users • 78,100 Votes • 71,431 Page Views"This contest was fun because you never knewwhat was coming next in the photos - it absolutelywasnt going to be one cute kid after another. Ithink our audience had a lot of fun looking andlaughing at how creative/redneck some people getwith a backyard BBQ.”- Jennifer Shrum, Interactive News Producer New York Press Association Conference 2013
  90. 90. 1 Kids/Babies Herald News (Fall River, MA) Cutest Baby Contest • 5,730 Registered Users • 243,770 Votes • Revenue $300,000 company wide"We generated a 20% increase in monthly pageviews across our network and our advertiserswere very pleased with the traffic."- Rebecca Capparelli, Director of Sales Trainingand DevelopmentNew York Press Association Conference 2013
  91. 91. Bonus IdeasContest Examples:•Lookalikes•Big Local Outdoor Event•Award Shows•Code Word•Bartender•Graduation•Lifestyle•Patriotic•GirlfriendsNew York Press Association Conference 2013
  92. 92. 30 Custom Contest Ideas30. Fitness 20. Makeover 10. Holiday29. Recipes 19. Travel/Vacation 9. Beauty28. Essay 18. Nature 8. Advertisers27. Memorable Moments 17. Creative 7. Halloween26. Prom 16. Big Giveaway 6. Talent25. Weather/Temperature 15. School Spirit/Biggest Fan 5. Couples24. Fishing/Hunting 14. Mother’s Day/Father’s Day 4. Pets23. Brackets 13. Goodwill 3. Local Sports22. Drawing/Art 12. Cars/Motorcycles 2. Sweepstakes21.Wedding 11. Best Of 1. Kids/BabiesNew York Press Association Conference 2013
  93. 93. secondstreetlab.com secondstreetlab.comNew York Press Association Conference 2013
  94. 94. Q&A Matt Coen President & Co-Founder matt@secondstreet.com 314.880.4902 @mcoen @secondstreetlab secondstreetlab.comNew York Press Association Conference 2013

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