Bracketeers is a nice application created by our friends at Upthought that hosts "March Madness" like interactions for brands. It is a great way to add some competition around the theme of your brand and have fun with your niche(s).
Good Branded Experience, Actionable Results
People like to vote on things they’re passionate about. Sports, movies, games, cars; there’s a passionate niche in any industry. So user initiated, brand sponsored digital competitions (jargon!) get a lot of qualified engagement once the ball gets rolling. Because Bracketeers contests run over time with multiple votes, there is repeat engagements.
Second, these are permission list building machines. Marketers often say that nothing builds a list like a giveaway- but is an incentivized list as quality as a person engaged around a competition? We all know how valuable it is to develop a permission asset (i.e. a newsletter mailing list) for future direct marketing campaigns, but it’s equally valuable for developing your audience for future "content" style marketing campaigns.
Simple Social and Permission Promotion
If you have a decent permission based asset now (newsletter subscribers, YouTube subscribers, Facebook friends, Twitter followers), you could grow it significantly by holding a kick ass contest. Using a Bracket, Playboy built a 60,000 subscriber list at a ridiculous low rate per name of engaged audience. Fantastic. Alternatively, you could market it to a niche site as content as an alternative to doing a banner buy.
There are big concept campaigns with lots of production built around similar engaging concepts, but because Bracketeers is more of a turnkey skinnable "product", it’s perfect for a cost effective campaign that ads a little interaction into your marketing.
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