What makes a successful giveaway campaign?
At the time of writing the article agrigenius.com was still live, 2 days later the site now redirects to their corporate site. Bummer. The agency that produced agrigenius.com was a Minnesota Agency called Colle + McVoy. I have emailed them asking if they could post a version of agrigenius.com on their latest works page, but have not received a response. Since this post still has some useful information I decided to publish it anyway with the links removed. If anyone knows where I can find a cached version of agrigenius.com please let me know.After some searching I found out that the
For anyone that knows me, I like free stuff. I am a sucker for free product giveaways and a promotional product junk collector. I stumbled upon a great site the other morning when I clicked on a link for a free mini Maglite. I was expecting it to be like the majority of other free give away campaigns, a boring form that you fill out and an ugly thank you page, however this particular campaign took me by surprise. Let me tell you why.
AgriGenius Start Screen
So What Made ARGIGENIUS.COM So Great?
1.) Polished Fresh Design & Attention to Detail
From the start of their campaign the design is clean, clear and to the point. The entry page shows an actual product image incorporated into the elaborate scene that they have constructed. All the way through till then end, where you enter in your address, every detail was thought out and well orchestrated.
2.) Made It Fun
Agrisolutions manufactures adjuvants, seed treatments, grain protectants, pesticides, etc… not really fun stuff. However this campaign didn’t bore me with highly technical details and a bloated white paper download, they took the time to figure out how to educate their potential customers, gain their interest, and give a lasting impression all while still delivering their message.
3.) Correct Choice Of Freebie
AgriSolutions could have given away tote bags or key chains or some other junky promo product, but they didn’t. AgriSolutions chose to give away a branded Maglite flash light. I found this to be one of the best choices they could have made, what does every farmer, gardener, field worker need and use…? a flash light. They knew if they chose an item that was actually useful to their core audience their marketing juice would go that much further.
4.) Didn’t Allow You To Just Click Thru
Questions are grayed out until they have been read by announcer.
Many times giveaway websites just have a form where you can fill out your name and address to receive their free product, this is great but you have done nothing to inform or educate the person about your company. You have merely just given them a free keychain with your logo on it. The likely hood of them looking at that keychain and saying I know what they do they do “x”, is highly unlikely.
AgriSolutions made it so the announcer had to read the question and the answers before allowing you to continue to the next question. Doing this forced the viewer at actually absorb some information about their product.
What I Learned
Even though you may be tempted to throw together a quick “Request Our Free Key Chain” page to capture names and email addresses slow down and spend the extra time needed to produce something great.
What I think makes a successful giveaway campaign
- Research what your real goal is. (It’s not just to give away your key chain is it?)
- Be original
- Have your freebie match your target audience
- Educate before giving freebie away
- Don’t allow for click thrus
- Have fun with it!
