The science of surprise: how psychology shapes behavioral marketing

Using the psychology of surprise to design prize promotions that leave a lasting brand impression

While clear rules and strategies make campaigns feel more reliable, they don’t really take advantage of surprise. Adding it to your marketing campaigns helps add some momentum by turning it into a new experience for the user. When it’s pleasantly unpredictable, the user’s emotions go a notch higher as they believe something extra could happen in their favor.

When it’s executed well, you won’t even need heavy discounts, and the approach will make your brand feel rewarding and give the campaign unforgettable “wow” moments.

Why surprise works in marketing

The main factor behind surprise marketing psychology is that it introduces a new angle of unexpectedness. It’s like adding a “prediction error” in neuroscience terms, which then triggers the brain’s reward system.

The user’s mind releases dopamine, and memory becomes sharper, which then creates a positive emotion.

It’s a bit similar to the way bonus rounds work in slot gaming. Even though the user knows they are there, it’s hard to tell when or if you’ll land one. And when it happens, people are more likely to keep gaming since they also want to see what happens next.

In behavioral marketing tactics, reward unpredictability keeps audiences curious without introducing confusion.

For example, you can have:

• Bonus entry options in your contest.
• Mystery prize draws at unannounced intervals.
• Instant win moments that tie back to the larger campaign.

These may be small, but they are quite powerful in that they turn the campaign into an experience, not just a transaction

Emotional triggers in contests & prize promotions

Contests and prize promotions already have some natural motivators like anticipation, hope, and achievement. Now, add the element of surprise to that, and the experience becomes more exciting and memorable for the user.

This is because there are now three more crucial triggers:

• Anticipation—People usually stay more engaged when they know something exciting may happen.
• Curiosity—Since users don’t know the exact outcome, they are likely to keep checking in or taking action.
• Delight—An unexpected win or perk creates a positive emotion for the users, so they are likely to remember your brand positively.

One way to activate these triggers is through mystery elements. You can do this through surprise rewards, such as when users reach certain milestones. They can also be mid-campaign challenges, and these will help add emotional triggers in contests.

Another way to do it is through gamification and surprise, where players can unlock hidden bonuses, discover Easter eggs, or receive random multipliers. These are quite powerful in that they reward a user’s exploration and persistence.

However, ensure that you still have a good balance. Don’t make the experience frustrating or confusing.

How to design surprise-driven promotions

Surprise works best when you design it to be simple, and it also needs to tie back to your brand experience.

Here’s how you can structure yours:

• Ensure that the rules are easy to understand.
• Tie the surprises to your brand. They should feel like a natural extension.
• Spread the rewards across the campaign. For example, you can have one early in the campaign to get the user’s attention, then a strong final one to leave a lasting impression.
• Besides surprise gifts, ensure you have some guaranteed ones. Every user wants to be sure they’ll get something.
• Use gamification elements to create some hidden levels or bonus tasks.

When you structure yours well, you’ll not only increase participation rates but also reinforce positive emotions about your brand.

If you’d like to turn your next promotion into an experience that users can’t stop talking about, Promosfera can help you with that. We have extensive experience designing ethical, surprise-driven campaigns that boost engagement and increase brand loyalty. Reach out today to start planning!