Playing to Win: Games, Sweepstakes, and Contests

Marketers are getting a lot more creative in the way that they reach their audiences.  Instead of just relying on billboards and TV ads, they are utilizing online games to draw in larger audiences.  Online games are interactive and often very thrilling to play – especially when there is a chance of a big reward.  If you want to take part in these games, you should be aware that they are marketing attempts and are taking advantage of you.  But, the possible reward is often worth it to take part in the games.

Here are the most common types of free online games from you can play to win real prizes:

Sweepstakes: A sweepstake is an online game which requires absolutely no special skills to play.  You usually just have to register, fill out some personal information, and then you are eligible for a prize drawing.  Marketers often incorporate surveys into their sweepstakes.  This enables them to gather demographic information so they can improve their advertising campaigns.  You get to benefit from the possibility of a game prize and the marketers benefit from free information.

Contests: Contests are becoming increasingly popular amongst marketers.  They come up with fun contest games which involve consumers directly.  For example, a diaper company may host a contest where parents can submit photos of their babies.  Then you can go to an online site and vote on the cutest baby and that parent will win a prize.  Another common contest game from marketers is for customers to submit an idea for a  new flavor or product name.  To take part in these games, you have to visit their website – which means you are exposing yourself to their brands and likely to develop a loyalty to them.

Online Games: Simply referred to as online games, these are like sweepstakes but you have to have some skill level or commitment to win.  For example, a lot of companies will host “instant win” games which require you to sign up online.

Marketers Immerse Participants in a “Branded Experience”

In an article by Hector Pages, the Chief Operating Officer at Brandmovers, Inc., he explains how to turn an online game into a successful advertising campaign.  He stresses that the game should be about much more than just a prize.  Rather, the game player should be immersed in a “branded experience” throughout the entire process.

Yes, if you are taking part in online games for prizes, you are likely allowing yourself to become the victim of advertising attempts – and the marketers are very, very good at their jobs!  But educating yourself about their marketing efforts can help you keep a distance from their targeted ad attempts while still enjoying the free games which let you get big prizes for almost no effort at all.  Make sure you always know who is behind the online game and what is being advertised.