As you know, our society depends on the Internet in
order to function and manage our everyday lives. The Internet allows us the freedom
to discover, organize, and connect with one another on a global basis.
Many companies now opt to use the Internet to promote
contests and sweepstakes online because they know how often we use this
specific form of technology to aid our everyday tasks. Through smart phones,
laptops, and tablets, companies are able to reach the masses when advertise to consumers in
a cheap and efficient manor. Using the Internet as a medium to connect with
customers might be the most effective way to reach targeted markets,
and allow them to advertise to globally in order to get others more interested in the company’s products. Browsing the Internet can be
used as a way to shed some "down time" for consumers, but can also be the
greatest medium for companies to promote their products.
Although there are several ways to promote products online,
there seems to be an influx in advertising using sweepstakes and
contest in recently.
Why?
In my own opinion, I believe running contests and
sweepstakes online is a way to get the consumer more involved with the company.
This way of advertising captivates audience’s attention with the hopes of
winning prizes, in order to subliminally coerce the consumer into becoming more
familiar with the company. The advertisers initiate contests to attract consumers directing them to
the company’s website for a chance to receive benefits ad win prizes. Although there is usually only one winner, the company as a whole wins big because they are using the contest and sweepstakes to
draw in consumers, increase their website traffic, and encourage people to
view their only products.
After a consumer enters a contest they are able to use
their giveaway list to build-up an email database. Creating an email list
based off of the people who have entered the contest and sweepstakes allows the
company to keep in contact with you, gaining the ability to appeal to your
needs and wants, and in time “talk you into buying their products.” Sweepstakes
and contest are ways to build their market-base, by you as the consumer entering their contest
and providing your email address. These sweepstakes can also provide the
company with valuable market research. Every time a consumer fills out a
sweepstakes questioner their answers are recorded and studied in order for the
company to analyze how consumers think and feel. These questions give firms the
data to be able to personalize emails, and attended to consumers needs more
effectively with the information you have provided.
Some examples of Sweepstakes:
1) The 2013 Pepsi Billion Dollar Sweepstakes
(This contest resonates in my mind because I believe it was
one of the biggest contest in history, and who wouldn’t want to enter in a
chance to win a billion dollars?)
The contests worked by Pepsi printing out 1 billion special
clues only
Redeemable on Pepsi’s website, and also guaranteeing that
one million players would be instant winners of random cash prizes, and also
out of all the players 100 would be selected to participate in a live game show
challenge broadcasted on their website. This contest had drawn millions of
consumers in, increased its online traffic, and also allowed them to gain
market research.
2) Ellen DeGeneres 12
Days of Giveaways
Just as the title entails, Ellen DeGeneres runs 12 Days of
giveaways in order to get her audience more captivated, and interested in her
show and also increase her website traffic.
3) Hyundai Elantra Car Giveaway
This contest entails Hyundai giving away a chance to win a
car, out of the three new cars they have developed. Hyundai is generating a lot
of buzz for this giveaway, and gaining the interest of many potential
buyers.
Reference:
Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.
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