The power of a prize

Recently, I participated in a Facebook contest for Valentine’s Day on the LaCroix Water Facebook page. It was super simple to enter — you just had to like the company’s Facebook page and comment on the post about the contest. The prize was a Coach wristlet with heart graphics, a perfect prize for those looking forward to Valentine’s Day and a great way to spice up the cold winter month of February.

The winner was selected at random and low and behold, it was ME! I WON! WAHOO!

LaCroix messaged me via Facebook, I provided my mailing info and BOOM — the very next morning the adorable wristlet arrived at my door. I then felt obliged to take a photo of the prize and share it on my Facebook page, making sure to thank LaCroix Water by tagging them in the post and using brand- and contest-appropriate hashtags. After a day, my post received 25 “Likes” and generated five comments from my Facebook friends.

This made me think: I know what I got out of the contest, but what did LaCroix Water get out of it?

The answer to that is A LOT. Here are just a few of the ways LaCroix likely benefited from holding this contest:

  1. A stronger brand community. Contests are a great way to build a community around a brand. People who have never heard of the brand may have discovered it because someone shared the contest on their social pages. More than likely, the post I created once I received the prize Social media contests exposed a few people new people to LaCroix Water, or at least my tag sent them to their Facebook page. This contest was a good way for LaCroix to interact with consumers on a personal level — as it required one to share his or her most memorable Valentine’s Day experience. In turn this experience can stimulate customer loyalty — I know I will continue to purchase LaCroix Water.
  2. New followers. Contests are great incentive for brands to garner “likes” or followers on their social media pages. In this instance, you had to “like” the LaCroix Water Facebook page and comment on the contest post in order to be eligible to win.
  3. Increased page exposure. When someone “likes” a page and comments on a post, this activity can show up on their personal page and there is also a good chance it will appear on the feeds of their friends. Therefore, LaCroix’s contest likely increased brand exposure on the social network.

So what are your thoughts on social media contests — from either a brand or consumer perspective (or both)? Share your experiences in the comments below.

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