EFFECTIVE ADVERTISING
# Gamification
For an apartment draw, techniques of various games can be used. This approach not only works perfectly in the online space but can also be successfully integrated into the offline environment.
An example of a game mechanics from Tetris Residential Neighborhood
The developer organized a championship format called Tetrismania based on the well-known game. There were over 16,000 participants, and the finalists spent 2-3 hours daily to train on the game website.
| — The qualifying stage lasted one month.
— To participate, it was necessary to register on the championship website by logging in using an account in social media (VKontakte, Facebook, Odnoklassniki). — Participant had to score as many points as possible in the game in order to take the highest position in the rating. — Each registered participant could play the bonus game once, but the opportunity to train on the website was unlimited. — When publishing information about the contest in social media, each participant received an invitation to visit the sales office of Tetris Residential Neighborhood before the end of the year and get an apartment purchase discount. — 15 best players became finalists of the contest and played a real-time final game, where the winner was determined who got an apartment. |
Additional prizes:
— for the 2nd place – a certificate for 50% apartment purchase discount; |
To be taken into account:
— Use simple game mechanics as a basis.— Motivate participants to share game achievements, for example, by using rankings/ratings or providing bonuses for "shares".— The competition should complement/support the concept of a residential neighborhood or a developer, as it was in the case of Tetris Residential Neighborhood. |
# Media partners
How to get high involvement and wide coverage of the campaign? Right: attract media partners. And what if you fully rely on them using classical techniques?
An example of collaboration between a regional TV channel and a real estate developer in the city of Vidnoye (Moscow Oblast): a creative task
— Participants had to make a video explaining why they want to live in Podmoskovye.
— Participants registered on the website by posting a video on the contest page.
— The voting process lasted 2.5 months (it was possible to vote for 1 participant 1 time per day).
— After the first stage, 50 finalists were determined (by the number of votes). The rest participants received an apartment purchase discount (5%).
— The second stage was in the format of fights. Every 12 hours, the finalists were randomly divided into pairs. Viewers had to vote for one of the two videos.
— 5 super finalists took part in the apartment draw the conducted by a lotto drum (the participants had to choose one of 20 keys and try it, the order was determined by the number of votes scored).
To be taken into account:
— Organize creative contests, revealing talents and encouraging people to make efforts to win.— Give participants the opportunity to influence the result.— The voting format motivates participants to involve friends, which increases coverage.— Pick a media partner with the target audience, as close as possible to yours. |
Experience of Autoradio and a developer from Moscow: over 100,000 active participants, wide geography, and high involvement
— Participants had to register on the website of the campaign.
— Then they downloaded the radio hymn and installed it instead of beeps.
— Every day the radio hosts called several participants, and if there was the hymn instead of a beep, the participant received 1,000 rubles.
— If the listener could correctly say what song sounded before the call, then they won the entire amount accumulated in the game bank by the moment.
— When the prize fund in the amount of 3 million rubles was drawn, the drawing of the main prize – an apartment – was conducted.
To be taken into account:
— Simple games ensuring "thrill of the competition" get high involvement.— If you are a local developer, then the media partners may also be local.— The more partners, the lower the costs. |
# Coverage branding
Joint promotion of trademarks is a good solution for campaigns of a real estate developer. In cooperation with a mass-market brand, it ensures a wide coverage and, as a result, increases awareness of the developer/project.
An example of a contest mechanics: MTS + MIC
When buying something worth over 10,000 rubles at MTS stores, the client was given the chance to win a prize: it was necessary to register a code printed on the receipt via the promo website. In addition to the apartment, promotional gifts (smartphones, monthly subscriptions to video services, discounts on food delivery service, and others) were drawn.
An example of a contest mechanics: AUCHAN + Leader Residential Neighbourhood
To participate, it was necessary to:
— make a purchase worth at least 4000 rubles;
— post a photo in social media with a sign "I want an apartment in Leader Residential Neighborhood on Dmitrovskoye Highway";
— register on the promo page of the contest, posting the link to the publication and registering the receipt.
The winners were determined using a random number generator on the day of the draw. In addition to the main prize, additional prizes were awarded (small household appliances, electronics, gift certificates).
To be taken into account:
— Make friends and cooperate with brands from different areas. Remember that co-branding is an exchange of values, so choose a partner carefully.— Small extra prizes always encourage for participation. |
# Targeted co-branding
A great tool for practicing exact targets. A co-branding partner can be selected for a narrowly segmented target audience. An example of such synergy is the case of a jewelry chain and a real estate developer from Moscow.
Campaign mechanics:
— To participate, it was necessary to buy 2 wedding rings and register the receipt code on the promo web page.
— The winner was determined randomly with the help of a lottery drum.
FOR TWO WEDDING
RINGS
To be taken into account:
— The audience of impact can be narrowly segmented, which makes it possible to influence the exact target audience and select the most efficient media mix. |
In conclusion, we cannot leave unmentioned the Monopoly by McDonald’s, which has become a legendary tradition of the kind. By the way, Monopoly 2018 started just yesterday.
One of the main partners of the campaign is still PIK Group.
For customers, the game scenario is simple:
— Buy a product participating in the campaign.
— Remove the sticker from the packaging. On the back side there can be an instant gift or a street sticker.
— Food prizes can be received at the McDonald’s cashier desk, all other instant gifts can be received by applying for them on partners' websites.
— To participate in the drawing of the main prizes (an apartment, a car, money), you need to collect stickers of streets of the same color. Participants who collected the necessary street stickers send an application via the contest website, where the main prize (an apartment) will be drawn on the final day of the campaign.
During the period of this campaign, participants fall into a crazy excitement, some buy something saying "No burgers, only boxes". People ask stickers from friends, exchange them, sell and buy – this is how word-of-mouth marketing works.
his is the case when the elaboration mechanics are difficult, but the revenue is huge.
To be taken into account:
— Give the clients a clear game scenario.— Use tools of word-of-mouth marketing.— Follow the annual innovations of world brands, to be abreast of trends. |
