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5 golden rules to transform a digital contest into a real user experience.

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The competition game is a tool of conquest, even viralization which has proven itself. Appreciated by communities for greed and by marketing managers for their engagement rate, digital contests are today the ideal weapon to reach new prospects and / or retain customers.

Despite their popularity, perceived as an easy solution by marketing departments, contests are often underused or inconsistent with the brand’s identity. However, by injecting a little creativity, they can integrate perfectly into a company’s communication platform.

To prevent what could be a great experience for the user from becoming an ordinary lottery, here are 5 golden rules to apply when designing a digital contest.

1. Create an experience through the brand’s codes.

The visibility given to a brand by the digital contest must be used wisely. This is an opportunity to make an impression, to share its values ​​and to introduce the user to his world.

For a competition to go beyond the simple distribution of prizes in exchange for CRM data, it must be included in the brand’s communication strategy. The concept must adapt to the communication platform and it is therefore strategic not to neglect the message conveyed by a competition. To do this, be sure to think of the whole operation as speaking, guided by a brand content approach, and not as a simple mechanical devoid of concept. The ease of setting up the contest should not result in a lack of content but on the contrary by a wealth of messages, even in the details of formatting which will leave a positive memory to the target.

  1. Think mobile.

Mobile is today at the heart of communication strategies, and contests are not spared from this phenomenon.

In this type of digital operation, the mobile must be approached from two aspects: as a support for the competition and as a tool of the game mechanics.

The experience must be accessible to all mobile users. The time allotted and the immersion are different from the desktop experience. Therefore, it is necessary from the design to provide a game mechanic that is simple enough to adapt to all uses, or even consider creating two separate experiences.

The mobile can also be integrated directly into the game mechanics. It will then be a relay between the user and the desktop gaming experience, thanks to its screen or its accelerometer for example, allowing a more fun experience for the user. user and better immersion. In this case, it is important to always provide a fallback option that does not require the use of a smartphone, the player must be able to choose a simpler experience if he does not have a smartphone available.

So Music Live and its gift buzzometer.

The So Music Live contest invited internet users to complete a guitar solo to win a winning moment. The desktop experience has been designed as a musical game using the codes of Guitar Hero. The mobile then ingeniously served as a buzzometer, to increase the pressure and detect the imminent presence of gifts, like a crowd in delirium before the musical performance.

Happy Epargne uses mobile as a game accessory.

The 2014 edition of this Christmas competition for young children invited them to clear snow from a tree in order to find Christmas balls. By connecting their mobile to the website, the smartphone acted like a blower that clears the snow from the desktop screen. An intuitive and fun use of the mobile ideal for a child target.

Mobile is today at the heart of communication strategies, and contests are not spared from this phenomenon.

In this type of digital operation, the mobile must be approached from two aspects: as a support for the competition and as a tool of the game mechanics.

The experience must be accessible to all mobile users. The time allotted and the immersion are different from the desktop experience. Therefore, it is necessary from the design to provide a game mechanic that is simple enough to adapt to all uses, or even consider creating two separate experiences.

The mobile can also be integrated directly into the game mechanics. It will then be a relay between the user and the desktop gaming experience, thanks to its screen or its accelerometer for example, allowing a more fun experience for the user. user and better immersion. In this case, it is important to always provide a fallback option that does not require the use of a smartphone, the player must be able to choose a simpler experience if he does not have a smartphone available.

  1. Storytelling at the service of marketing objectives.

The user journey is an important concept in setting up a competition, which is linked to the success of the data recording, or even the purchase act that follows. To avoid discouraging the user, and to give depth to the operation, it is important to integrate it into a brand content approach where storytelling will have its place.

A brand always has things to say and must convey its discourse, its values ​​through even this type of operation. Valuing storytelling means putting a story rich in meaning and emotion at the service of marketing arguments. And, like everywhere, the lure of profit makes it possible to motivate the user to get involved in the story that we want to offer him. A unique opportunity to convey the message.

Batman VS Superman, the product at the heart of a super heroic fight.

To increase the number of subscriptions to its Collection bank cards bearing the image of the two superheroes, Société Générale asked us to create a digital contest. By linking the choice of a visual map to the mechanics of the game, where one chooses to join a superhero or his rival, the marketing component is directly integrated into the storytelling of the experience. The player is therefore exposed to the product within the created universe, without any break with the lived experience.

  1. Subtly integrate data collection.

The form is the bane of consumers. Intrusive, painful to complete, it is an obstacle in the middle of the user journey. Quite often, this is the page where the bounce rate explodes.

To overcome this problem, it is possible to integrate it subtly throughout the experience in a fun way so that it becomes imperceptible. Visitors will no longer feel attacked by this invasive tool.

Get Ready, une vidéo interactive à Rio.

To optimize an operation and maximize its traffic throughout its duration, it is necessary to provide sharing and recovery mechanisms. This strategy increases visitor exposure to the brand message while reaching new prospects thanks to the viralization of the competition.

The stimulus mechanics invite users to replay several times to increase their chances of winning. With each new opportunity to play, the user will rediscover the universe of the brand which will facilitate their loyalty.

The sharing mechanics will ensure that visitors motivate new ones. There are two reasons that push a user to share. The first is the lure of gain: the player is asked to share the operation in exchange for a consideration, a multiplication of his chances of victory for example.

The second is the relevance of content. This mechanism is more difficult to set up, but also much more effective. The experience offered by the brand must generate relevant content that the user will want to share: a personalized creation, a good plan or simply a surprising idea that is worth the detour.

The All Inclusive Box and its personalized sharing.

During this operation presented above, the student personalizes the content of his Box according to his needs and desires. This creates a unique Box, like him. Depending on the gifts chosen, all linked to different themes, an algorithm determines the student’s profile in a humorous and offbeat way. This simple content makes you smile and inspires students to share their character. In parallel, an increase in the chances of victories further optimizes the viral potential of the operation.

A recovery mechanism has also been implemented. By winning a Box worth € 16,000 each week for a month, we can offer candidates via emailings to try their luck from one week to another.

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