Tag Archive for 'socialapps'

Wildfire Combines Viral Power of Voting and Sweepstakes

Wildfire, the social competition application for Facebook, has recently landed a couple of big name gigs, including Gatorade and Britney Spears. I’m glad their sharing what they’re learning as they implement inducement prizes and social filtering within social spaces. While the aim is to move product, the lessons I think can be pulled into plans to engage communities in social benefit campaigns – like IDEAS!

Here’s what they’ve said about their recent work:

Gatorade is the first to use our latest and most powerful campaign format – a combination of voting and sweepstakes. This format will soon be available to everyone on our platform.

Different campaigns are viral for different reasons. Voting formats are often viral because they involve self-expression. Voters like to broadcast their opinion to their friends (in the case of Gatorade, for example, voters can express which moment in Michael Jordan’s career they think was the best) by publishing newsfeeds….which results in more people learning about the campaign….which leads to more newsfeeds being published.

Sweepstakes, on the other hand, are extremely powerful because they enable companies to gather information about their users (contact info, email address etc) and to encourage them to become fans of a company’s fan page and/or join a company’s newsletter. Sweepstakes that utilize our ’social’ prize format (see below) are also highly viral because they encourage entrants to invite their friends. A voting campaign combined with a sweepstakes (e.g. “Vote for your favorite Michael Jordan moment and then enter the sweepstakes for the chance to meet Michael Jordan”) offers the best of both worlds – a highly viral, newsfeed driven campaign plus a powerful way to generate leads and build fans.

 

By combining the viral strengths of these two campaign formats, we’ve created the most powerful Facebook marketing campaign format on the web.