[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=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
Draw contests<\/b> are an effective way of boosting brand awareness and engaging your community. Depending on the mechanics and the prizes up for grabs, this campaign can be a lever for conversion and loyalty. <\/span><\/p>\n But how to create an original draw contest that\u00a0captures the attention of your audience?<\/b> In this article, we share some tips for setting up and boosting your campaign.<\/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=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n A prize draw<\/a> is a game where the winner is chosen at random. Participants can try their luck by taking part in an experience or by filling in a form. Whichever route they choose, the final stage will<\/span> be the same: the user who wins the final prize will be the one chosen at random. <\/span><\/p>\n The prize raw is a simple, fair mechanism (everyone has the same chance of winning) that maintains the suspense<\/a>. For brands wishing to organise this type of competition, it’s a way of capturing and maintaining the attention of their audience. The brand can offer\u00a0 the audience an opportunity to boost their chances of winning by sharing the game on networks. <\/span><\/p>\n Prize draw contest can be used to achieve a number of objectives:<\/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=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Although prize draws are easy to set up and personalise, it’s important to think about your campaign to maximise its impact. Here are the 5 steps to follow to create a prize draw experience<\/b>.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n As mentioned above, it is possible to share a prize draw competition via a simple entry form<\/a>, or to enhance it with a gamification mechanic<\/a>. Depending on the audience (prospects or loyal customers) and the distribution channel, the most appropriate game path will not be the same<\/b>. Companies need to take into account the appetite for games and the time they have to interact with the brand. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _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 When the prize draw follows a game trail, this mechanism offers a number of other advantages. In particular, it maximises the time participants spend with the company<\/b>. <\/span><\/p>\n By opting for this type of game (mechanics + prize draw), the company can create a memorable experience. The challenge is to choose a mechanic that is adapted to the audience,<\/b> possibly to the marketing period for which the campaign is being launched, but above all to the targeted objectives. <\/span><\/p>\n For example, marketing games can represent an opportunity to collect zero-party data<\/b>. The company can refine its customer knowledge by offering a Quiz<\/a>, or collect product preferences via Fan’s Choice<\/a>. <\/span><\/p>\n Memory<\/a> can be an interesting format for promoting products in an original and memorable way<\/b>. This is the strategy chosen by the confectionery brand Motta<\/a>, which has opted for this mechanism to promote its special Christmas range. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/11\/Motta-tirage-au-sort.webp” alt=”Motta – Draw contest ” title_text=”Motta-draw-contest” align=”center” _builder_version=”4.27.3″ _module_preset=”default” custom_padding=”|120px|49px|120px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n By choosing a game like the Quiz<\/a>, the brand can attract participants by offering prizes to be won in a prize draw. For example, for its competition dedicated to green mobility, the SNCF offered vouchers worth 20 euros. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2024\/11\/SNCF-tirage-au-sort-1.webp” alt=”SNCF – Draw contest ” title_text=”SNCF-draw-contest” _builder_version=”4.27.3″ _module_preset=”default” custom_padding=”|120px|52px|120px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Which brings us to another important point for boosting the impact of your prize draw competition<\/b>: the choice of prizes. Users will be all the more inclined to take part (and share personal data) if the prize is attractive. <\/span><\/p>\n The choice of prize<\/b> is crucial to achieving specific strategic objectives. As we have seen, offering discount coupons to participants can be a way of increasing sales and boosting conversion rates. But by adding a deadline or conditions of use (online or in physical shops), brands can choose to attract more traffic to their e-commerce site or boost their web-to-store strategy<\/a>. <\/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=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n To achieve these objectives, the prize draw must also reach its target audience, and reach as many participants as possible<\/b>. Brands can increase the visibility of their campaign by relying on social sharing and virality. [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}”]<\/p>\nWhy use draw contests in marketing ? <\/h2>\n
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How to make a prize draw ? <\/h2>\n
1. Choose the configuration for your prize draw <\/h3>\n
Select the right mechanism for our audience and your objectives <\/h3>\n
3. Offer attractive prizes to engage your audience <\/h3>\n
4. Optimising the promotion of your competition with viral levers<\/h3>\n
For example, it is possible to activate a Refer a Friend option<\/b>. This marketing tool gives participants the opportunity to maximise their chances of being drawn by recruiting new players. So if a participant has shared the game link and recruited 2 new registrants to the campaign, they will have 2 more chances in the draw. The organiser therefore turns each potential user into a brand ambassador and organically reaches new affinity leads.<\/span><\/span><\/p>\n5. Automate post-game management<\/h3>\n