Yesterday I got a text message from Molson Canada. It was for their Coors Light Cold Certified Insider Text Contest. The messages said to text the word COLD to 26677 and I would be entered to win a Coors Light Beer Fridge. So I did. I got a message back saying I was entered to win. WOO HOO! It also stated if I wanted more entries, I was to get my friends to text 5491 to 26677. Just as I was thinking of which of my friends enter text messaging contests, my phone rang. Molson sent me an automated voice message stating it was the top 20 referrers who would win fridges. Hmmm…
Viral marketing is the high tech version of word-of-mouth marketing and marketers love it because their product’s or service’s message can go further and faster than it ever has in the past. I agree. Viral marketing is a great tool, but the secret is all in the execution.
I think every promotion should have a viral marketing component to it, such as giving every entrant an extra entry for each friend they refer. I am not fond of contests you can only win by getting the most votes, sending the most emails or getting the most friends to text in for them. It’s the person that can cast the widest net that usually wins versus a random draw (even playing field) or the best entry (such as in a photo contest).
So, being the Contest Queen, and having heaps of contesting buddies, should I cast my wide net? I have to admit, I am torn. The part of me that loves winning says YES. The part of me that loves my friends says NO, it’s just not fair. And then again, someone has to win, so why not me? Why not you?
How do you feel about casting a wide net? Do you feel that you could ever win a popularity contest?
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