Chance-based prize BTL activities provide customers with the opportunity to win gifts. However, the increase in a company’s or brand’s sales largely depends on the correct selection of prizes.

Lottery

A lottery is a type of promotion in which a customer wins a special prize as a result of purchasing a product. This type of activity covers a large audience, offers numerous prizes, and simultaneously helps achieve high sales figures. Companies can organize lotteries using various mechanisms, such as codes under bottle caps, winning coupons inside product packaging, and similar formats.

For example, during its under-the-cap campaign, the Pepsi brand offered various prizes. According to the lottery mechanics, customers could either win an instant prize under the cap or collect the names of several football players to qualify for larger rewards.

Contest

A contest is one of the most active and dynamic BTL tools. Contests have a major advantage as a BTL instrument because, when conducted through social media, they generate a strong WOM (word-of-mouth) effect.

For example, a company may post a contest question on its Facebook page and ask followers to provide interesting, detailed, or well-reasoned answers in the comments or on their personal profiles. At the end, the most creative response is rewarded with a valuable prize (such as travel packages, gift vouchers, etc.). As a result, the contest is shared by thousands of people, significantly increasing brand awareness.

Instant Gifts (Winning and Receiving a Gift on the Spot)

In this format, a customer makes a purchase of a certain amount in a store and immediately receives a gift. For example, in a perfume store, a customer who purchases products worth 100 AZN may receive a small cosmetic item, mascara, or similar gift.

Gift Games

To promote brand awareness and attract the attention of a specific target segment, brands integrate into online games, allowing participants to win prizes by playing. Examples include brands such as Pepsi, Red Bull, and others.

About Elnur Mammadov

Elnur Mammadov has over 9 years of experience in sales, advertising, and marketing. For the past 6 years, he has been actively involved in advertising activities. He holds certificates from numerous international training programs, including Shkola Prodaj Sinergiya, Isaac Pintosevich Systems, NIMA Marketing Institute, Carnegie Club, and other schools and courses. He has extensive experience working with both global and local companies and is the Director of the Proven TTL advertising agency.