July 17, 2015 Jennifer Wales
It’s no secret that Universal Pictures released the new Minion movie last week as consumers have been submerged in their massive marketing campaign. The campaign has been Universal Pictures’ biggest marketing promotion ever. Besides the overwhelming amount of images of Minions everywhere, there’s been a huge amount of contests where people could throw a minion to win or enter to win a trip to see the minions. There have also been hundreds of prizes to be won, such as toys, bags and prize packs of everything one would need to have the ultimate fan collection.
All these contests encouraged consumers to not only attend the film in theaters on opening day – which made $46.2 million in sales, making it the highest ever opening day for an animated film – but it also pushed them to engage with the brand by competing and collecting prizes. The minions are extremely popular within social media as it has a broad appeal to consumers, with their target market ranging from as young as 3 to as wise as 84. So even if you weren’t a fan prior to the marketing campaign, chances are you were once it began.
At Raven5, the first contest marketing agency, we are experts in contests, sweepstakes and promotions. We know that by running a contest companies can create brand buzz about their product that results in a lot of social sharing. Since 83% of people trust their friend referrals, this encourages more website visits which results in more brand discovery, brand awareness and allows the company to discover who their specific target market is. Consumers enjoy this too because they are being engaged and recognized.
First you must identify your overall goal of running the contest. Then you must ensure that your prizing is something of value to the consumers. Take the Minion film as an example; because they have a large consumer base many companies geared their products and services towards the film in order to reap some of the rewards. Realizing the amount of people interested in the minions, companies have utilized contest marketing in order to engage the consumers’ current interests and drive them to their site. Things such as being able to win a vacation to London just by entering to win, or being able to win some of the Minion’s collectables by matching, shooting or scanning a Minion.