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Summer marketing strategy: contest on social networks
Our habits in the summer are different from the rest of the year and the fact that everyone has a smartphone with them makes this period suitable for marketing actions that are different from the usual: and this is where summer marketing comes into play.
An effective solution, and now tested in various sectors, are the contests, prize competitions which, in addition to creating awareness, interactions, are also useful for the subsequent profiling of users.
There are different types of online contests. Let us dwell on the best known, without forgetting that in Italy these represent competitions with prizes regulated by law.
Instant Win
The Instant Win format provides for a possible immediate win and for this reason it is among the most effective solutions for those who organize an online contest. Among the most frequent examples, the “ scratch card ”, “ guess the character ” or “ answer the quiz ” mechanisms and activities such as uploading a photo to a landing page and filling out a form to try to win.
Social Photo Contest
The Social Photo Contest format allows brands to take advantage of UGC (User Generated Content) , users share photos and videos on a specific campaign theme decided by the brand. Users are usually asked for a mention of the brand profile in addition to the hashtag of the contest, with the aim of making this content (and the brand!) viral and monitoring its online diffusion.
Form & Win
The Form & Win format is a variant of the Instant Win, but is identified as a separate format because it lends itself very well to the live context (entertainment, concerts, street events). This is because through the stand or staff, the brand can entice participants to leave their personal data to try to win a prize.
Pop up store in summer marketing
These are temporary shops involving brands in every price range, from OVS to luxury brands such as Prada, Louis Vuitton, Versace and so on.
With attention to every detail, pop-up stores are certainly nothing new, but so is the number of openings throughout Italy during the summer. They are mainly opened in tourist cities, from Capri to Portofino, becoming real attractions.
In this post-Covid summer, as well as in the city center, pop up stores are also flourishing in luxury hotels or resorts . Including the Louis Vuitton pop-up store at Forte Village or the #PradaOutdoor initiative with its pop-up stores and in-store installations.
The power of product placement in summer marketing
Product Placement is a type of indirect advertising which consists in inserting products or services within a content (a film, a song, a video game) managing to integrate perfectly with it.
For the second consecutive year, the Product Placement takes place in a summer hit . This is the case of Coca-Cola, a brand mentioned in the refrain of the new song " Mille " by Orietta Berti, Fedez and Achille Lauro.
The famous beverage brand has chosen these artists to unveil a preview of the restyling of one of their flagship products, to be released in mid-July and clearly visible in the music video.
A strategy that will allow the brand to benefit from the visibility of individual artists and the popularity of the song in one of the periods where sales peak.
Out Of Home campaigns
With the arrival of summer it goes without saying that the time spent away from home increases and a tool to exploit becomes the OOH. From billboards to transit wraps, it radically increases your chances of being noticed.
Looking at the OOH industry in the summer of 2020, an interesting shift has taken place, in response to the pandemic, Programmatic Digital Out of Home (DOOH) has become more prevalent.
Thanks to the use of real-time data, DOOH allows you to deliver specific and interesting content to potential customers based, for example, on the time of day, the season, the weather, the results of a sporting event and more through dynamic and automated formats .
An example of this is the McDonald's weather reactive campaign, which incorporates dynamic creatives into its displays showing its range of Iced Frappés as the outside temperature began to rise.
In the summer, therefore, the tools and also the way of communicating with one's audience change, but it is possible to do marketing even in this season where reaching the public can be more difficult.
Success lies in communicating in a less conventional way , making your brand name viral (as in a summer hit) or simply increasing the touchpoints with the audience, being found in the right place at the right time with an impeccable experience .
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