Nature Sweet’s Win A Trip to the 2014 Superbowl sweepstake is a simple and easy to enter promotion. You have the choice of texting the word “SUNBURSTSMVP” to shortcode “66937” or visiting www.sunburstsmvp.com to complete a simple form that asks for the name, email and mobile number of the participant. There is a barely legible fine print with a summary of the promotion and sweepstake rules that if you can read it, helps get the key contest rules established. The sweepstake entry process is obstacle free and the main prize is very enticing. It can’t be any easier to enter, just send a text and you’re in. Nice job Nature Sweet!
Wholly Guacamole Fridge Makeover Sweepstakes is beautifully made, polished and a very creative contest. I love the spokesperson persona of the 50s housewife with white pearls and the talking fridge begging for healthy food and a makeover.
The sweepstakes objectives seem to be two-fold:
1. Capture name, email and zip code as part of the entry (pretty straightforward)
2. Provide a discount coupon on purchase (not so straight forward)
Coupon delivery methodology should be streamlined
They do a great job with the branding and messaging but where they stumble is in the coupon delivery methodology. The first hurdle is going through a printer status check list before you can proceed. The list asks you to check your printer for paper, ensure your printer is on, check ink levels and make sure it’s connected.
It’s pretty crazy to assume that people who intend to print need that many instructions on printing. It’s a safe bet that if you have a printer, this is not the first time you are using it. It gets more burdensome… after you check your printer’s status, you have to download www.coupons.com app in order to print the coupon. What? Yes, I said the same thing. Download an app to get a coupon?
Why do I have to download an app to get a coupon?
My question for Wholly Guacamole is why make it so cumbersome to print a simple coupon? Isn’t the goal to get them the coupon as easily as possible so they can use it to buy guacamole? A link to a page where the coupon is will suffice. People know how to print it. Or better yet, add an instant mobile coupon they can request via text message. This way they don’t event have to print it and the coupon is on their mobile phone.
Make it easy to get the coupon and join the sweepstakes!
Wholly Guacamole could say “To get this coupon on your phone, text GUAC to 65047.” Simple, elegant and effective. The company could then print the mobile coupon call-to-action in all the product packages, website, and social media outlets. And now with the permission to text them, you can send them a text letting them know about the Wholly Guacamole Fridge Makeover Sweepstakes and how they could join from their mobile phone. They could leverage their super nice mobile website by creating a mobile sweepstake entry point.
This sweepstakes would benefit tremendously from mobile since it bridges the gap between the purchase at the retail store and the online world by letting the consumer easily pull the coupon on the go or from the website.
Southwest Airlines is offering a sweepstake where one lucky family will win a trip for four to California’s Disneyland. In the Southwest Airlines and Parental Guidance sweepstakes, the only apparent way to enter is to visit the sweepstake web page and complete the form. The entry form is simple and all it asks for is your first name, last name, email and date of birth (to ensure you’re 18 years of age). But mobile users are out of luck, because the site is not mobile optimized.
If Southwest Airlines is targeting families and travel consumers on the go, it is limiting it’s reach by not offering a mobile optimized entry form or a text-in entry system, where potential participants can send a text message and begin the entry process. Something as simple as “Text PG to 65047 to enter” would be sufficient and effective. Since the airline is only requesting basic information to enter, a text-in “call to action” that responds with a link to a mobile-optimized form would facilitate the entry process tremendously. It would also open up the sweepstakes to gain more entries from mobile users.
Southwest Airlines would benefit from capturing not only the entrant’s contact information and email, but also the most important number in a customer’s life…their mobile phone.
From Dec. 2012 through Dec. 2013, Grimmway Farms is giving smartphone owners a chance to win a stay at The Biggest Loser Resort and other fitness-inspired prizes. If you want to participate, all you have to do is scan the QR code on the Grimmway Farms baby carrots package and the scan will take you to a sweepstakes landing page to register. Sounds simple and straight forward enough. The problem I see is that they are leaving prospects and contest entries on the table. They are not opening the door wide enough to let the complete mobile target market enter their sweepstakes.
You shouldn’t just offer a QR code as the main entry point because it ignores half of the mobile customers who still don’t have smartphones. Using a QR code as the only option is also risky because you’re assuming that those consumers who do have smartphones also have a QR-code reader and, more importantly, know how to use it.
Grimmway Farms does a good job of promoting the entry website URL, www.justcrunchem.com, in case the participant can’t participate, won’t take the time to use the QR app, or simply doesn’t know what the pixilated black and white cube is for.
If you’re promoting a mobile contest, you also have to make sure your website can render in mobile devices properly. Sending visitors to a regular desktop webpage turns them off and makes it very hard to find and signup for the sweepstakes. As you can see from the screenshot below, the justcrunchem.com website is not optimized for mobile devices. The most important part–the sweepstakes registration form– is out of frame and the background image is so large it takes more than 30 seconds for the page to load on a 4G phone.
Grimmway Farms should consider adding a text-in call-to-action to ensure that everyone with mobile phones can register for the sweepstakes. “Text CRUNCH to 65047 for a chance to win a stay at The Biggest Loser Resort,” is one example. A simple text call-to-action can engage the whole mobile target market and provide registrants with an instant text response as well.
The (SMS) text response can include a link to the mobile optimized page to complete the registration and I say complete the registration because once a participant opts-in, the company would have instantly collected the unique mobile number of that participant or prospect. It would then just be a matter of entering the rest of the form. Grimmway Farms would end up with complete profile information for the participant, plus permission to send them offers or coupons for their sweet baby carrots.
Forrester report “The Mobile Marketing Playbook” published on December 05, 2012 breaks down the mobile market by types of users. What’s amazing to see is that SMS text messages are used by every user in each category except for the 7% that don’t own a mobile phone. If you are going to set up a sweepstake or contest with a mobile component, it makes sense to add text-in entries as part of the entry submission process since pretty much everyone can and does text. A call-to-action that reads text “WIN to 65047 to submit your entry” is much more efficient scanning a QR code or completing a paper form and it reaches all the types of mobile phone users.