One of the Most Successful Prize Games in History of Croatia:
"Kum je Mercedes među prijateljima"
When we have very valuable prizes (2 x Mercedes GLA 200D + escooter worth €46,827.61 => total €93,655.22) and the best-selling beer on the market (Ožujsko), the success of the prize draw is guaranteed. The total prize pool was €115,155.22. Regarding the prize game that works to popularize the brand, this was one of the most successful prize games in history and according to the number of sales during its holding, every fiftieth inhabitant of the Republic of Croatia bought at least one Ožujsko beer.
Interesting facts about Ožujsko beer
Ožujsko beer got its name from the month of March, in which the best beer was traditionally produced. On average, 10 bottles of Ožujskog beer are drunk every second in Croatia. Almost every other beer drunk in Croatia is Zagreb Brewery beer. More than a million bottles of Zagrebačka pivovara beer are bought every day.
During its 120-year long tradition in brewing beer, quality and dedicated work, Zagrebačka pivovara has grown into the largest Croatian brewery. It confirmed its commitment to beer with business achievements and the position of the leading brewery on the Croatian market. Since June 2012, Zagrebačka pivovara is part of the Molson Coors group in the business unit Molson Coors Europe.
Molson Coors Brewing Company has signed a definitive agreement with StarBev L.P., owned by funds (“CVC Funds”) advised by CVC Capital Partners Limited and StarBev management to acquire StarBev for €2.65 billion.
Benefits of Running Research during the Prize Game Campaign
Since you are already communicating with your customers on a daily basis in thousands of entries during the sweepstakes campaign, why not do something useful: find out what they really think and what they want? Find out how you can improve.
What should be investigated during the sweepstakes?
- anonymous data collection, only statistical data is collected
- data collection: during the prize draw
- collection method: gemification tool (WhatsApp), raffle sign-up channel, opt-in
- frequency: the recommended frequency of this research is to do it with each prize game and to compare the results on a seasonal and annual level
- processing and interpretation of data by experts through a report
Example questions:
- Which channel is popular and where to invest the most in advertising: where did you find out about the prize draw
- Why they participate in the sweepstakes: Just for the prize or because they buy this brand anyway
- What is their opinion about the advertisements / this specific marketing campaign
- One open question: tell us your opinion / advice / complaint / praise. Or more specifically: how would you organize a raffle? What prizes would you put inside? Do you have a complaint or praise for some products? Availability? The price?
Data Collection
First-party collection efforts like sweepstakes allow you to establish a presence on and offline, depending on your consumers’ preferred channels. While many customers are cautious, and rightfully so, about disclosing their personal information to win anything amazing, they’re considerably more forthcoming than they were previously.
You may also gather personal information, such as a phone number, address, and email address, from your contest participants. Ask them some personality-based questions about your industry, goods, or business to add more data to your data collection. This is very useful for retargeting campaigns.
Processing of statistical data that we collect through NI mechanics
5 questions through which we can find out what you are most interested in:
- Analysis of the accounts with which the participants logged in through the WhatsApp channel
- Age, gender, education, place of residence
- Measuring participation by place of residence and place of purchase
- Analysis of the purchase representation of your brand versus competitors (depends on the type of raffle)
- Conversion of competitors' customers to your brand (thanks to this giveaway)
Frequency: every prize draw (several years)
Conclusion
Hence, our expert recommendation is that in order to become a leader in the market (like the Ožujsko beer brand), it is crucial to have a clear vision of where you want to be, accurately predict emerging trends, and then establish yourself as the market leader. Companies that have been conducting research for years, continuously measuring and comparing results, and implementing strategies based on field observations are guaranteed to achieve success if they adapt their strategies based on the obtained results. Therefore, instead of changing the game, our suggestion is to change your strategic approach if you aspire to be at the forefront of the market.
The agency GELD DATA d.o.o. is solely responsible for creating the study, writing the article, as well as collecting, interpreting and presenting the data.
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