How to select the right prizes to maximize engagement

The prize you choose can make or break your giveaway, so pick one that truly connects to your audience

We all know that the prize is the big attraction in any giveaway or contest, and selecting it isn’t really rocket science. However, somehow, lots of brands still get it wrong.

If you are running a campaign that aims to get people interacting with your brand and sharing about it, you need to select a prize that encourages them to do so. Not just because it’s flashy, but because it appeals to their essence.

If you get the prize selection right, people will naturally share with their social circles, tag their friends, and interact with your brand. So what exactly do you need to get right?

That’s what we’ll look at today.

Think about your audience first

You first need to get a clear idea of the people you are targeting. Not just their age or location, but what they care about or what their problems are. When they come across the poster, they should feel like the prize is meant specifically for them.

For example, if you are targeting parents with toddlers, you might want a prize that makes their work easier or helps them solve a problem. Although everyone likes a smartwatch, it won’t really make them stop and think about your promotion.

So, before prize selection, start by analyzing your audience and determining “what would make them stop scrolling.” This will significantly boost audience engagement and giveaway success.

Connect the prize to your brand in a fun or useful way

When choosing a prize that ensures giveaway success, you should try as much as possible to ensure that there’s a clear connection to your brand. However, when you want to maximize engagement, it doesn’t mean that you have to give away your exact product. If it can’t trigger the amount of excitement you are looking for, you can go for something that ties back to the brand.

For example, if you run a coffee shop, you don’t have to stick to free coffee. You could offer a “coffee for a year” card or a bundle for coffee lovers, with mugs, beans, and biscuits.

The idea is to give something that feels exciting and is able to generate a buzz, but it still has a connection to you. This way, you’ll attract people who are interested in your space, and the gift will make them more likely to stick around and take part in the campaign.

Offer something they can’t just buy

People see gift cards and gadgets all the time, and they can just buy them instead of hoping to win against the odds. But if the prize is one of a kind, that will get their attention.

For example, if you run a studio, you can give a behind-the-scenes tour instead of just free shots. If you are a startup, you can give them a lunch with your team or founder.

Such kinds of prizes feel more personal, and are therefore likely to make people share your post or talk about your campaign (and brand). It will also leave a lasting impression, unlike if you simply gave away a product.

Consider different prize tiers

Sometimes, a person wants to take part in a campaign, but take a step back when they think about the odds of winning the grand prize. It makes sense, especially when you already have thousands of entries – some of us don’t really have confidence our luck can stretch that far.

But if you offer multiple prizes, more people will now feel confident that they have a chance of winning something. Introduce several smaller prizes besides the grand prize. For example, if you are running a campaign for a whole month, you can have people win small daily prizes like store gift cards. The participants from that week can also have their own draw, where they win a bigger weekly prize, before the ultimate draw.

This prize selection will make more people want to take part in the giveaway or contest, significantly boosting audience engagement.

Not sure which prize will truly spark engagement? At Promosfera, we’ve worked with thousands of clients in different industries, so we know what works and where. You can rely on our expert guidance to draft a giveaway or contest that generates the desired levels of audience engagement.