Contest marketing is a successful strategy used by businesses to generate interest and engagement in their brands or products. By creating and running a contest, businesses can increase their reach and potentially boost sales. M&M used this strategy to boost their business by organizing an interactive and entertaining contest that people can play with their friends.
Our team recently spotted this in-store contest marketing campaign from the chocolate confectionery brand M&M’s in Vietnam. The brand used branded shelf talkers strategically placed in high-traffic areas of the store, catching the attention of customers as they made their way through the aisles.
The bright and colorful design of the shelf talkers is immediately recognizable as the iconic M&M brand, and the inclusion of a quick response code adds an interactive element to the campaign.
By simply scanning the code with their smartphone, customers are taken directly to the contest entry page, making it incredibly easy for them to participate. This convenience factor is a major draw for customers who are often on the go and looking for quick and easy ways to engage with brands.
M&M’s “Find the Crew” Contest
M&M’s Find the Crew is an interactive contest you can access through a QR code on your phone. You can boost your points when you buy M&M products.
To participate in the contest, sign up with your full name, nickname, email, and phone number. After signing up, create a room and invite three friends to join.
The game is played by using your phone to look around and catch as many M&M characters as possible in 60 seconds. As a boost, you can also upload your M&M purchase receipts for 250 bonus points.
The point system of the contest depends on the character that you are able to catch with your phone. If you get the M&M candy, you get 5 points. If you get any of the crew, you will get 10 points plus additional time to play.
If you complete the crew, you will receive 100 bonus points. You can also get an additional 250 points if you keep your purchase receipt of participating M&M products bought within the promo period.
As for the prizes, M&M partnered with The Gioi Di Dong, a retail company selling mobile phones, digital devices, and consumer electronics. The grand prize will be vouchers from The Gioi Di Dong worth VND 11,000,000 for each member of the winning team.
In addition, the runner-up prizes will be The Gioi Di Dong vouchers worth VND 5,500,000 for every member of the teams ranking from 2nd to 8th place on the leaderboard.
What Are the Advantages of Running A Contest?
Running a contest can be an effective marketing strategy that offers many advantages to businesses, including the following:
1. Generate Buzz and Excitement
Contests create a sense of excitement and anticipation among your existing and potential customers. This buzz can translate into increased awareness and engagement with your brand.
2. Encourage User-Generated Content
Contests that require participants to create and share content related to your brand can lead to a wealth of user-generated content that you can use in your marketing efforts. This content can help showcase your products or services and increase your brand’s authenticity.
3. Gather Valuable Customer Data
Contests can provide valuable insights into your customers’ preferences and interests. By collecting data such as email addresses or social media handles as part of your entry process, you can build a database of potential customers that you can target in future marketing campaigns.
4. Showcase Your Products and Services
Contests can be a great way to showcase your products or services and demonstrate their value to potential customers. By offering a prize related to your business, you can showcase the benefits of your offerings and attract customers who may be interested in what you have to offer.
5. Boost Brand Loyalty
Contests can help build brand loyalty among your existing customers. By offering exclusive prizes or discounts to your loyal customers, you can show them that you appreciate their business and encourage them to continue shopping with you.
6. Target Specific Audiences
Contests can be tailored to specific audiences, allowing you to reach out to new customers or demographics that you may not have targeted before. By offering a prize that appeals to a particular audience, you can attract their attention and encourage them to engage with your brand.
7. Build Brand Trust
Contest marketing can also help businesses build trust with their audience. When done correctly, contest marketing can create a sense of transparency and authenticity, which can help build trust between businesses and their customers. This trust can lead to repeat business and positive word-of-mouth recommendations, which can further increase sales.
The Potential Pitfalls of Your Contest Marketing Strategy
While there are several advantages to contest marketing, it’s important to note that there are some drawbacks as well. Running a contest can be time-consuming and costly, especially if the prize is big. Additionally, there is a risk that the contest may not generate the desired level of engagement, which can result in wasted resources and poor ROI.
There may also be legal requirements involved in running a contest, which businesses must adhere to. Depending on the nature of the contest, businesses may be required to obtain permits, pay taxes, or comply with regulations specific to their industry.
Branded Merchandise VS Cash or Vouchers: Which Is A Better Prize?
When it comes to choosing prizes for contests, businesses can choose between branded merchandise or cash/ vouchers/ discounts. The choice between branded merchandise and cash/vouchers as promotional rewards will depend on the specific goals and target audience of the promotion.
Branded merchandise may be more effective for building brand awareness and loyalty, while cash/vouchers may be more appealing to customers looking for a direct financial benefit.
If you’re having trouble deciding between them, take a look at this table to help you determine which promotional prize is the most suitable for your contest marketing strategy.
| Branded Merchandise | Cash or Vouchers | |
|---|---|---|
| Benefits | Builds brand awareness and loyalty | Offers direct financial benefit |
| Creates exclusivity and value for customers | Provides flexibility and immediate benefit | |
| Can create a lasting impression on customers | Can be seen as practical and useful | |
| Can increase the perceived value of the prize | Allows customers to choose their own reward | |
| Can create a sense of community and belonging | Can be used as an incentive to make a purchase | |
| Can provide a physical reminder of the brand | Can be more cost-effective for the company | |
| Can be used as a way to showcase new or unique products | Can be used to reward specific behaviors or actions | |
| Unique Selling Points | Provides a memorable, tangible prize | Offers a wide range of options for customer |
| Customers become walking advertisements for the brand | Provides direct financial benefit | |
| Unique and not available for purchase | Can be more appealing to customers seeking financial gain | |
| Can be customized to fit the brand and promotion | Can be used as an incentive for future purchases | |
| Can be a collectible item or part of a set | Can provide instant gratification for customers | |
| Can be seen as a reward for loyalty or participation | Can be more versatile in terms of where they can be used |
In this contest marketing campaign, M&M’s choose vouchers as contest prizes. They partnered with The Gioi Di Dong to give out vouchers worth VND 5,500,000 or VND 11,000,000 to each member of the runner-up or winning team, respectively.
This type of voucher prize can attract consumers to the business and create repeat sales opportunities, boosting engagement and potentially increasing revenue, benefitting both M&M and The Gioi Di Dong.
Check out how KitKat, one of the leading chocolate brands, offered exciting premium prizes such as the iPhone 14 Pro Max, Airpod Pro Headphones, and a mobile phone charge code worth 100,000 VND in this promotional contest idea.
A great example from the drinks industry, Heineken decided to leverage the popularity of the UEFA Champions League to attract and retain more customers with limited edition Heineken UEFA Champions League branded merchandise as contest rewards.
More from M&M’s!
M&M’s mascots have become instantly recognizable symbols of the brand. The colorful, animated characters have helped to build brand awareness and ensure that the brand is top of mind for consumers when they are in the market for a snack.
Promoting your brand while keeping your buyers relaxed? That’s the power of on-pack promotion: a pillow from M&M!
Let your customers carry your brand every where with an on-pack promotion you can take anywhere. M&M’s promotional watch and notebook sure did catch the market’s attention and their usefulness is a plus!
Looking for a unique promotional idea to go along with your sweets? Try candy dispensers like how M&M added it in their promo pack!
Custom keychains are effective marketing tools and adds a mark to your brand. M&M used this strategy to keep their customers hungry for chocolate!
Collectible customized mugs sure will boost your sales, especially for collectors! Here’s how M&M maximized this strategy to get more sales:
Overall,
Contest marketing strategy can be effective for businesses looking to boost engagement, increase sales, and stand out in a crowded marketplace. While there are potential drawbacks involved, with careful planning and execution, contest marketing can bring significant benefits to a business.
How Can ODM Help?
Looking to boost your brand awareness and engage with your target audience? Consider running a promotional contest with custom promotional products as the prize!
At ODM, we have extensive experience in sourcing high-quality branded merchandise that is sure to appeal to your target audience. We can work with you to select the perfect items that align with your brand values and resonate with your audience.
Promotional gifts remind you of your brand and can help keep your brand top-of-mind when consumers make purchasing decisions. When customers receive a gift from your brand, they are more likely to remember and consider your brand in the future.
Let us inspire you with our recent projects with the Food Industry.
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