[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
For a majority of French people, <\/span>summer is synonymous with holidays<\/b>. It is an opportunity to discover new places, recharge, and disconnect. These are all factors that can complicate communication and break the contact with their audience. <\/span><\/p>\n The good news<\/span> is that, on average, 83% of French people stay connected<\/span><\/a> during their holidays via their smartphone. This is a great opportunity to <\/span>target vacationers with campaigns<\/b> designed for this time of year.<\/span> <\/p>\n The summer contest is<\/span> an ideal format for maintaining contact<\/a><\/span><\/b> during the vacation season. This both playful and interactive format offers the possibility to engage the community and stay top of mind until the start of the new season. <\/span><\/p>\n In this article<\/span>, we explain how to organize a summer contest<\/b>. What are the objectives you can aim for, the steps involved in creating an engaging campaign, etc.? Continue reading to benefit from practical advice and launch effective animations. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Summer is a complex period. It is <\/span> difficult to capture the attention of an audience<\/b> who is less present online or in stores. Consumers are looking for experiences or content that are aligned with the holiday period and summer activities (relaxation, discovery, entertainment, etc.). <\/span><\/p>\n For brands, taking a vacation is out of the question. While social media content or marketing campaigns will certainly be spaced out further, marketing specialists must<\/span> maintain contact with their audience.<\/b> Commercial opportunities remain numerous during the summer, particularly shopping before and during the holidays, as well as summer activities. <\/span><\/p>\n But companies can continue to engage their audience to stay top of mind. It will be <\/span> easy for them to reactivate their customers when the new season starts<\/b>, as they become available again and resume their usual buying behaviors.<\/span> <\/p>\n In an era where marketing is becoming more relational, it is the companies that succeed in <\/span>creating an affinity-based relationship with their audience <\/b> that stand out from the crowd. These are what we call love brands, i.e. brands that have developed an emotional bond with consumers, boosting their commitment and loyalty. But this relationship doesn’t take a vacation in summer. It must continue to be nurtured through formats designed for this specific period of the <\/span>marketing calendar<\/span><\/a><\/span>. <\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The contest is a format for keeping in touch with customers during the summer thanks to its playful nature. Consumers are <\/span>more sensitive to fun, interactive content<\/b>, more in line with the relaxed state of mind <\/span> they adopt on vacation. <\/p>\n For brands<\/span>, organize a summer contest<\/b> is also a way to achieve various strategic objectives. In addition to maintaining the bond with vacationers and not interrupting the relationship that has been established, marketing games allow you to: <\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The brand can take advantage of the contest to showcase its summer offerings, whether for shopping and activities before departure or once on site. Generally speaking, consumers tend to <\/span>reduce their shopping budget in summer<\/b> to afford better accommodation or increase the number of activities.<\/span> <\/p>\n A little boost, in the form of a discount voucher <\/span>shared through an instant win game<\/b> like the <\/span>Lucky One<\/span><\/a><\/span>, can allow brands to boost their sales during the holidays.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamified formats such as<\/span> quizzes<\/span><\/a><\/span> or<\/span> personality tests<\/span><\/a><\/span> are <\/span>a way to relax during the holidays<\/b> or entertainment on the move. These summer contests therefore benefit from a high participation rate and engage users. For companies, this is an opportunity to collect zero-party data and better understand their buying behaviors and preferences. This data can be used to refine the marketing message and the targeting of <\/span>back to school campaigns<\/span><\/a><\/span>.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The fun, interactive format of the competition is also an ideal way to gain visibility during the vacations. The game will naturally release dopamine and the possibility of<\/span> winning attractive prizes<\/b> (such as free tickets to an activity or products that you typically slip into your suitcase) will more effectively attract the attention of new prospects.<\/span> <\/p>\n The company can therefore take advantage of this format to convert new customers. In this way, it will expand its audience during the vacations, <\/span>will enrich its CRM base<\/b> and be able to reactivate these qualified leads in the autumn.<\/span> <\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Vacation means souvenir photos and selfies. We have the instinct to immortalize our travels: an opportunity brands can take advantage of to create engaging photo contests.<\/span> It’s an opportunity<\/b> to encourage your audience to share UGC<\/b><\/a><\/span>, i.e. visual content<\/b> in which they show themselves using the brand’s products or services.<\/span> <\/p>\n In addition to offering prizes, the company can reuse this authentic content to<\/span> convert new customers.<\/b> It is a good way to engage its community and boost its visibility on social media (by associating a branded hashtag).<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Let’s move on to the practical side. To<\/span> organize a summer contest<\/span><\/b><\/a>, we invite you to follow these steps: <\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The summer vacations are a strategic time for your brand. Organizing a competition will help you keep in touch with your customers and prepare for the new school year. Discover our catalog of interactive animations<\/span><\/span><\/a>. You can adapt them to your summer theme and strategic objectives. Discover also 10 ideas for summer contests<\/a><\/span><\/span> to animate your audience during the vacations.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" For a majority of French people, summer is synonymous with holidays. It is an opportunity to discover new places, recharge, and disconnect. These are all factors that can complicate communication and break the contact with their audience. The good news is that, on average, 83% of French people stay connected during their holidays via their […]<\/p>\n","protected":false},"author":7,"featured_media":41515,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[40,41,47,147],"tags":[],"dipi_cpt_category":[],"class_list":["post-42673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation-marketing","category-animation-de-temps-forts","category-engagement-marketing","category-relation-client"],"yoast_head":"\nWhy organize a summer contests?<\/strong><\/h2>\n
What are the objectives of a summer contest?<\/strong><\/h2>\n
Highlight a special summer offer …<\/strong><\/h3>\n
Collect customer data<\/strong><\/h3>\n
Generate qualified leads <\/strong><\/h3>\n
Animate your community and generate UGC <\/strong><\/h3>\n
4 tips for organizing a summer contest<\/strong><\/h2>\n
\n