To promote the latest blockbuster superhero movie, a studio used Sweeppea to offer a chance to win tickets. This SMS text sweepstakes ran during episodes of the Big Bang Theory—a great audience match for the movie.
Entrants got a chance to win a trip to California to attend the movie’s Hollywood premiere, as well as daily cash prizes and movie admission tickets.
There were multiple entry methods, including text and web, but the majority (80%) entered via text once they saw the message on-screen. In fact, thousands of participants entered per minute during the airing of the show.
The lucky grand prize winner attended the premiere in Hollywood, while many daily winners won cash prizes and movie tickets.
Overall, it was a highly successful text sweepstakes, that ran on the Sweeppea’s platform.
To promote the movie
To build excitement and awareness before the movie’s December debut
TV show tie-in with Big Bang Theory
Website and Social Media promotion
More than 50,000 participants entered
Thousands of new emails were collected
Prizes: The Grand Prize winner received a trip for two to Los Angeles to attend the Hollywood premiere, plus $1,000 cash. Daily prize winners received $500 gift cards and 2 movie admissions.
If you’re looking for a social platform to promote your text to win, consider Instagram first. In the past few years, Instagram has grown in popularity given that it’s primarily used posting photos and videos.
On the other hand, Facebook has declined in popularity compared to Instagram because it’s too complicated to use and younger users don’t want their content to be seen by parents.
While you might’ve considered Facebook as the primary social network for promoting your text to win, you can actually get better results with Instagram. Here are 5 reasons why Instagram is the best place to promote your text to win.
1. Instagram Is a Mobile-First Platform
As a result of Instagram being a mobile-only platform in its early days, it’s no surprise that Instagram continues to deliver a higher quality mobile experience than Facebook. Given that 80 percent of social media content is consumed via mobile devices, Instagram gives you a significant advantage in promoting you text to win as compared to other social platforms like Facebook.
2. Instagram Is Growing in Popularity Among Gen Z and Millennials
The Infinite Dial study from Edison found that Facebook usage declined sharply among younger Millennials and Gen Z users as Instagram and Snapchat usage increased between 2017 and 2018. As of 2018, 22% of social media users between ages 12-34 were reported to use Instagram the most out of all social networks.
3. Instagram’s Stories Feature Is #1
When Instagram decided to implement the “stories” feature, it quickly took off and became much more popular than Snapchat’s version. Instagram’s version is also much more popular than Facebook Stories given that the integration between Facebook News Feed and Facebook Stories isn’t as well-developed.
As Facebook’s display algorithm for its News Feed has evolved, it’s now nearly impossible for businesses to achieve organic reach on the platform. In contrast, Instagram has been a lot more friendly to brands overall whereas Facebook prefers that brands only use Facebook Ads. Users are also much more willing to engage with branded and sponsored content on Instagram than they are on Facebook.
Here is an example of a branded Instagram post that our client HIPPEAS used with their Summer of Love text to win:
5. Content Discovery Is Easy on Instagram
Instagram users rely on hashtags on the platform, which has made it easier for users to discover content that they like. The platform also offers an Explore tab which categories photos and videos into different topics.
Promote your brand with a text to win from Sweeppea! To get started now, see features and pricing.
Many marketers think of text sweepstakes as short-term, one-time interactions between brands and consumers. However, you can get much more value from sweepstakes marketing if you look out additional marketing opportunities every time you create a new text to win promotion.
Here are four ideas to help you turn text to win campaigns into ongoing marketing tools that work hard to increase the profile of your brand.
1. Position Your Sweepstakes As Loyalty Rewards
Are your customers enrolled in a loyalty program with your brand? Some probably are while others aren’t. However, it’s not enough to simply create a loyalty rewards program. You have to keep your audience engaged. By positioning your sweepstakes as one of the perks of being an exclusive member of your loyalty rewards program, you can boost your brand whenever you run a text sweepstakes.
In addition to the rewards that customers ordinarily gain from a loyalty program, a text to win drives excitement for your brand. A sweepstakes will also attract new members to your loyalty program.
2. Use Your Text Sweepstakes to Introduce Consumers to New Marketing Channels
You’ve managed to get entrants to sign up for your text sweepstakes. Now you need to make the most of it. Encourage your entrants to follow you on social media. You can also use your follow-up text messages to promote offline marketing initiatives.
Use your text sweepstakes to get customers to join you on all of the marketing channels where you haven’t yet connected with them.
3. Learn Your Audience’s Demographics and Behaviors
Every text to win campaign that you run has different target markets and goals. As a result, you should use the collective data to gather more insights into your audience’s demographics and behaviors.
Find out their preferences and how they like to interact with your brand. This will allow you to move away from one-size-fits-all giveaways and instead create customized text sweepstakes based on your audience’s preferences.
4. Run Equally Exciting Text to Win Campaigns Regularly
Many brands tend to go with large prizes in order to stand out among the competition. However, when it comes to text sweepstakes, the frequency of your campaigns matter most. Instead of a yearly sweepstakes with a large, grand prize, consider doing multiple sweepstakes with smaller prizes throughout the year.
Have you given your text sweepstakes the “Mom Test?” If not, this simply means you should think about how your mom might react when you talk to her about your text to win campaign.
If she’s excited and ready to sign up, then you’ve passed. But if she’s confused and doesn’t really understand what you’re saying, then maybe it’s time to rethink some things.
Why does this matter?
Think of moms as the average consumer. If your mom gets it, your audience will too. Here are three features every text sweepstakes should have to ensure it passes the “Mom Test.”
Easy to Understand
What are you giving away and why are you doing it? Big prizes are meaningless unless consumers can see the benefits. Make sure your audience can see the clear connection between your text to win promotion and your brand.
If you’ve gotten it right, when you describe your sweepstakes, mom will say, “Wow, that sounds exciting. How can I enter your text sweepstakes?”
Do your prizes actually appeal to your audience? Will you be able to attract paying customers for your company from your follow-up marketing messages?
Your text sweepstakes needs to create a desire in your audience that will drive them to enter. In the same way that moms are often on the lookout for good deals, your text to win should immediately stand out as a promotion your audience will want.
On the flip side, you don’t a free prize to be their only motivation. Your prizes should also be relevant to your brand so that entrants want to know more about or feel like it’s a good opportunity to try it.
Moms may or may not be tech savvy, but they often get into text messaging because of their kids. In this way, text sweepstakes appeal to moms because they’re easier to enter than social media and mail-in sweepstakes.
As you design your creatives for your text to win campaign, make sure you emphasize how easy it is to enter. In the same way you might explain a complicated tech concept to your mom, break down the steps to entering so that entrants can sign up as quickly as possible.
Promoting your brand with a text SMS sweepstakes from Sweeppea is easy! To get started now, see features and pricing.
Is sweepstakes marketing slowing down in 2019? Nope. Thanks to the rise of social media and text to win, there has been an explosion in the use of sweepstakes marketing in recent years. And we expect it to continue in 2019.
When you compare the marketing methods companies use, sweepstakes are still up there and still a viable way to engage consumers and build brand awareness. With a sweepstakes, there is no requirement to purchase and the campaign is easy to promote, both online and off.
Social media and SMS text have made it easier than ever to run a sweepstakes, so if it seems like almost every company is doing it, you’re not wrong. It used to be a tactic for only large brands that could afford to give away large prizes. That’s no longer the case.
So are consumers getting over-saturated with sweepstakes?
Absolutely, not. While there is more competition for attention, brands are still using it as a valuable tool and consumers are still happy to enter. Also, with each sweeps targeting a specific audience, consumers are only likely to see campaigns in their market or for brands they’re following.
Sweepstakes are still a popular and a valuable tactic that will continue to be used by many brands in 2019 and beyond. However, creativity is key if a company wants to stand out.
Consider these strategies to benefit your brand in a unique way:
Reposition Your Brand With Customers
A sweepstakes offers an opportunity for you to get customers to think differently about your brand. After updating your brand, running a text to win can get new customers interested in your brand who might have never considered your product or service previously.
With sweepstakes that offer small prizes, you can run the sweepstakes on a regularly basis which essentially creates a loyalty program for your business. By giving your entrants more opportunities to win, you can identify customers who are the most loyal to your brand.
Use it as a lead-in to your loyalty email list or loyalty app and continue the conversation there.
Tie Your Story to Your Sweepstakes
Don’t just let customers know about your prize. Create a story that shows how the prize correlates with your brand.
For example, if your company sells rum, you could offer a trip to the city/country where the rum is made, along with a tour of the distillery. Or if your brand supports a cause or sport, perhaps tickets to a related event. This will help your customers to become more engaged with your brand and the promotion.
With a little effort, you can create a sweepstakes that adds value to your brand.
Promote your brand with a text SMS sweepstakes from Sweeppea! To get started now, see features and pricing.