Funfairs, carnivals, arcades, lotteries, and sweepstakes all have a lot in common. They allow you to escape, have fun, and play. No matter how old you are, there’s a tantalizing possibility that you'll get more than you bargained for. From an enormous teddy bear won on a hook-a-duck stall to a wad of cash for a once-in-a-lifetime vacation, there’s a chance it could be you. And that’s exciting.
It's time that excitement is felt by consumers buying consumer packaged goods (CPG). So often CPG and FMCG brands rely on their reputation and presence in large retail stores to make sales, but that has to stop. In a fast-paced market with 30,000 new products launched every year, it's hard to hold on to your customers. And they expect more from brands than just showing up on the shelf of their local supermarket. They want to feel a connection and have meaningful experiences, so marketers need to focus more on how they promote their products in this space.
Making campaigns more playful through gamification is a good way to build interest and excitement. And text-to-win is just one of the ways to up your game when it comes to your next CPG or FMCG promotion.
What is Text-to-Win?
Text to win is a way to run sweepstakes promotions and contests that consumers can take part in via their phone. They text a code or phrase to a specified number for a chance to win a prize.
The average American spends 3 hours 43 minutes on their mobile phone every day. In Europe, the average is slightly lower at 2 hours 13 minutes to 3 hours 41 minutes. That's plenty of time for participation. Your campaign should be compelling enough, easy to take part in, and promoted effectively.
Text-to-win is a great way to:
- Inject fun into your CPG/FMCG promotions
- Engage customers with your brand
- Reward customers
- Improve the customer experience
- Increase brand awareness and reach
- Encourage consumers to buy your product
Examples of Text-to-Win CPG Promotions
Kleenex SMS Campaign Rewards Walmart Customers
Kleenex launched a text-to-win campaign to increase sales in Walmart stores. They asked consumers to take a photo of their receipt and text it to them. In return, consumers received a $5 reward code they could use to see a movie.
McDonald’s Sends Customers to the World Cup
McDonald’s used a text-to-win model to give customers the chance to win tickets to the World Cup. Entrants could find codes on selected menu items and would get a football-themed screensaver when they entered. That way, they had a chance to win a big prize and a gift for participating.
Beam Suntory Embraces Text-to-Get to Reward Customers in the US
Beam Suntory used the text-to-get model to give customers a chance to win one of several exciting prizes. Customers who texted the keyword to a dedicated number would be entered into an engagement sweepstakes, where they could win a gift card or a trip to a popular Pennsylvania resort.
4 Tips for Text-to-Win Success
1. Make it Easy
Consumers want frictionless experiences with brands. Make the prize information, criteria to enter, and important details like the closing date clear and concise. The font should be big enough to read easily, and the entry code should be simple and memorable (think words rather than numbers).
2. Make it Fun
Promotions aren’t just a chance to sell your product, they’re a huge opportunity to show off your brand personality. They’re also a great tool for partnering with other brands that are relevant to your target audience.
For example, the Toyota and NASCAR competition where competitors can win a free car. It boosts interest in watching the NASCAR playoffs, increases awareness of the new Toyota, and taps into the interests of potential customers. That could mean that the next time a NASCAR fan needs a new car, they think of Toyota. And, Toyota enthusiasts might discover a new interest in NASCAR.
3. Promote it
Give your campaign the best chance of achieving the widest reach possible. Use as many channels as you can and aim for a mix of digital and physical. Promote on organic and paid channels.
4. Think Beyond Text Messages
Like any other marketing technique, text-to-win has evolved. It’s no longer just about text messages. With more than two billion users worldwide, consider including WhatsApp messaging options in your campaign. And, if you have a loyalty app where users can collect points and rewards, allow entrants to participate through the app.
It’s always useful having website and postal entry options, too. Giving people a choice makes it easier to take part as they can decide which method works best for them.
The Thrill of a Win
If you’re not already using text-to-win in your CPG promotions, now’s the time to start. Give your customers the gift of fun and the feeling of child-like excitement that comes from a chance to win!
Get creative, show off your brand’s personality, and focus on delivering a brilliant customer experience.
