If there’s ever a time when I crave a Big Mac, it’s when I hear Monopoly is back at McDonalds.
I’m always a sucker for McDonald’s Monopoly. Even though I can’t remember the last time I ate there, as soon as the ads started airing for the September 24th launch, I started wondering where the closest McDonald’s was and trying to find a time to go. Obviously McDonald’s marketers would be thrilled to know how powerful the pull of the contest is on someone like me. And that’s exactly the point of a contest.
What makes a contest work? What makes people want to take part? It all depends on the type of contest. In the case of McDonald’s Monopoly or Tim Horton’s Roll Up the Rim To Win, it’s pretty clear cut: offer consumers a reason to purchase, and better yet, to purchase more. With both contests, the more you purchase, the higher your chance of winning – instantly or by collecting the game pieces (Monopoly). Sales spike, word of mouth spreads, as well as good cheer when people win. In fact, some people get in on the contest in their own unique way like a couple of got engaged when the proposal involved Rolling Up The Rim.
Ease of entry, prizes that people want (free products, new cars, cash prizes etc.) and plenty of winners make these contests highly successful.
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Another contest came to my attention recently: Club Metro & ING’s For the Love of Saving Wedding Contest. When I first heard about this contest, it sounded like a chance to win a wedding but… not quite. The prize is a wedding ceremony on February 8th 2014 with the following costs covered:
– wedding venue: ING Direct Café in downtown Toronto
– photographer
– invitations
– wedding cake or cupcakes
– flowers
– champagne toast for up to 60 guests
– officiant
– $10K in a joint investment savings account with ING
Obviously the really big prize – the hook – is the $10,000.
The entry consisted of a two-minute video that would be uploaded on YouTube. Three finalists were selected and the public was asked to choose a winner.
It’s a well-known fact that weddings are expensive, especially in Toronto, so was this prize really worth it? I had my own reservations and put it to social media to let me know their thoughts. Some interesting points came up.
- The prize (a ceremony) wasn’t really worth it. A wedding reception would have been better. Weddings are expensive and while this contest helps with some costs, it doesn’t include the reception which is where the bulk of the costs come in. The vast majority of those chimed in via social media felt that they would just spend the money on hosting a decent reception.
- Privacy concerns. A few people pointed out their concerns about privacy. Online information is permanent, it never disappears and for some, this was a major concern with posting a YouTube video and having their full name out there. Any finalist or winner who is Googled will have the entry video pop up. For a few people, this isn’t something they are comfortable with, especially depending on their profession such as teachers.
- Advertising a special occasion doesn’t sit right. As part of entry, permission is given for ING to use the video submitted as desired along with the couple’s names. While it’s not explicitly stated on the entry form, it stands to reason that the even itself will also be subject to some level of publicity and advertising.
- Fixed Ceremony Date. While Toronto winters aren’t as bad as Ottawa or Winnipeg’s, February is still pretty miserable. It certainly is not prime wedding season and considering that the reception isn’t paid for, just an indoor ceremony, it struck some as a little chintzy as a prize.
When it comes to contests, they aren’t all created equal so it’s incumbent on marketers to ensure the prize is worth it for consumers. After all, contest that’s easier to enter encourages more participation, and benefits from more PR. Something to think about.
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