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Using Twitter to promote a sweepstakes gets your campaign out to millions of viewers at an astonishing level. The unique feature of retweet entries exponentially increases sweepstakes promotion relevance.
Now anyone, from a global brand to a home-based start-up, can measure how they are effectively reaching a specific demographic, in real-time.
Reach and frequency is the traditional benchmark to measure how effectively your audience views your media message. The speed of the Twitter platform is unprecedented in the history of media messaging, and the ability to measure Impressions, Reach, Frequency and Relevance in real time makes lunching multiple versions of a free sweepstakes prize campaign easy. While the rules and prizes will have to stay the same, the message you tweet can be tweaked to appeal to many different audiences with slightly different interests.
Create Instant Pass Along Value
Not so long ago running a magazine sweepstakes required that the promoter relied on the publishers’ pass-along value stats. The pass-along rate is defined the number of people who see each issue, including the subscriber and others the magazine is passed to, before it’s discarded.
Retweet to WIN is one of the most popular sweepstakes types on Twitter. It’s a brave new world of pass-along value at lightening fast speed. The downsides of this feature is that a retweeting entrant does not necessarily need to agree to any rules or be bound by any terms. This could have legal ramifications and you should use a sweepstakes administrator site or agency to cover all the bases. Now, consider the upsides!
Retweets Generate Significant Results
The upside to a retweet sweepstakes entry format is, in my view, phenomenal. If your target markets are Twitter users all of the interests and the trends they follow need to be considered when setting up a Twitter contests and sweepstakes. While your immediate followers may all see your sweepstakes post, consider the millions of other users that are looking for information or conversations about similar interests.
Because twitter has become so noisy, and most people experience tweeter posts on their own feed, at their own timing, it is common practice to send out your post several times a day. Here’s where it gets exponentially exciting. Consider using different word formats to appeal to different users. Never start a post with @ as it limits distribution. Instead use . or an actual word, such as ‘The’ to increase distribution. Getting maximum distribution for the terms related to your company, sweepstakes, contest & giveaways increases retweets, similar to what was once termed pass-along value, in the form of instantly measurable audience size and relevance.
Twitter is for people who like to learn from each other on their own terms. It has been documented that people are more likely to enter a sweepstakes if it is suggested by their trusted friends. Wordsmithing to 140 character tweets, and including great pictures of a featured prize or product giveaway, gives you the potential to create a fast moving, impactful campaign.
Reach millions of people using the Twitter retweet sweepstakes entry format. Remember to consider your audience, map their day for viewing patterns and post your sweepstakes in slightly modified formats often throughout the promotional period.