Hudson’s Bay Company announced that January is the month to #BoostYourHealth. In addition to sharing tips online, an in-store event at Hudson Bay Queen Street was executed to help shoppers accomplish their wellness goals. Several vendors used interactive contest marketing to participate and acknowledge their support for the #BoostYourHealth movement.
Because 2017 wellness goals and resolutions start now. – The Point, HBC
January 14th was a full day of in-store events celebrating different ways to boost your health. Tigris joined forces with Under Armour for a contest marketing campaign, Spin to Win. Shoppers can jump on an exercise bike to win a complete Under Armour look (that’s including the shoes!). The number of entries each participant receives is related to how many calories they can burn on their bikes. For example, if you were to burn 10 calories in 30 seconds, you can enter the contest 10 times. As you can imagine, it got a bit competitive!
Because shoppers came in non-athletic attire the latest Under Armour shoes were available for participants to try on. The right shoes can increase your athletic performance because it’s impossible to spin in heels! After participating, each contestant was given a 20%-off coupon for in-store purchases, valid that day only. Many people loved the shoes so much, they bought them on the spot!
4 Reasons Why You Should Incorporate Contest Marketing Into Your Next Event
Increase your database & learn valuable information about your consumer
In order for shoppers to participate in the contest, they must enter through an online waiver via iPad. This waiver collects various data about each participant including gender, phone number and e-mail. With permission, each e-mail is entered into the Under Armour e-newsletter database. Consumers are now eligible to receive e-mails about upcoming sales and new products. Consumers are less hesitant to give their information when they receive something in return.
Participants become brand ambassadors
Throughout the day, close to 200 shoppers participated in the Spin to Win contest. Each participant, eager to share their experience online, took multiple photos and videos of the activation. In addition, our team snapped action shots as the calories burned away. Because this is such a fun and unique opportunity, everyone was eager to share their experience on social media. As a result, participants became brand ambassadors for, Under Armour. They spread awareness by posting their photos with their experience, along with tagging Under Armour and using #BootYourHealth. As a result, these images were shared with hundreds of their friends and followers. It’s like a domino effect!
Contests are affordable!
The overall concept of a contest is extremely affordable. Gathering information is free. In addition, brands usually give away products they have available in stock, therefore there is minimal to no out of pocket cost. For the #BoostYourHealth campaign, Under Armour designed a branded metal cube installation, complete with 2 spin bikes, a spin instructor, multiple iPads, and Tigris brand ambassadors. However, all of these extra components did come at an extra cost. Therefore it’s up to you how interactive and big you want your contest marketing to be!
Ultimately, this activation encourages onsite sales by allowing participants to try on the shoes while spinning. The comfort, look and feel of the shoes are impossible to ignore. It was easy to see participants falling in love with the shoes as they slipped them on. In addition, the activation was in the middle of Under Armour’s clothing section. Participants were surrounded by the newest clothing, and Tigris brand ambassadors were wearing the latest apparel. It was impossible NOT to buy something!
Try Contest Marketing At Your Next Event
Contest marketing works for all types of brands, from retail to alcohol. Consumers love the opportunity to win something free. This especially true if it’s from a brand they value and love. Try contest marketing at your next event. You can even tie the concept into social media!
Because contest marketing has multiple benefits, it’s a great tactic to use. However, it must be done properly. Even if a contest provides a great prize, people may be reluctant to provide you with their contact information. That’s where our brand ambassadors come in. Our team is trained to take on a brand’s persona and encourage contest participation. Contact Tigris today to learn more about our event staffing services. We operate nationwide across Canada with over 2,000 events staff on the team.