Tag archives: value for brand

Which value do online competitions bring to a brand?

Online competitions are one of the trends of the moment in consumer marketing. Recently I’ve been posting a lot about online quizzes, sweepstakes, on-pack promotions connected to a Web site, advergames with prizes, contests, lotteries etc… No matter what’s the target audience, it seems that giving away prizes is one of the only ways brands are able to find to engage their prospects. Creativity and originality in the game idea are not expressed at their best in most of these initiatives, which appear to be brilliant and trendy only in the prizes they are awarding: iPods. And this takes my analysis to the question in the title: what’s the value for a brand of setting up an online competition? In my opinion, if you give away iPods, the only brand which takes advantage of the fact is Apple. Why consumer brands don’t give away (mostly) their own products? Aren’t they valued to be “cool” enough as prizes? I don’t think this is positive…

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