This week we’ve launched a new Facebook campaign & contest for Livescribe called “Where are you Going to College?“.
Livescribe makes the exceedingly cool Pulse Smartpen (Best of Show at MacWorld), that lets you record everything you write – as well as all the audio happening at the same time… which makes it really handy for meetings & lectures.
Note: I tried a similar pen about 4 years ago and the tech wasn’t ready yet… but I’ve been using the Livescribe Pen, and am very impressed.
Creating an Effective Contest in Facebook
Since one of Livescribe’s key segments is college students, the contest targets graduating seniors and invites them to “Make their Mark” where they’re going school in the fall. College with the most Marks have a shot at $1,500 scholarships and a set of Pulse pens for their school.
We’ve built a number of contests in Facebook now and are finding that – while the content and specifics vary by client – there are a set of common components and best practices to expect:
Make the Content Engaging – Just giving something away isn’t likely to get you much attention (unless you’re giving away a plane or an island). Make the application experience interesting and fun by itself, and treat the contest as an incentive to get entrants to share their registration information.
Build Virality into the Application – If you want people to share the app and recruit their friends, that needs to be built into the experience flow of the contest. Don’t expect that people will spread the app just because they liked it… sharing/participating/contributing needs to be a part of the core experience.
Keep the Rules Simple – Facebook is a very A.D.D. place, and complex rules & regulations get lost. Click -> Enter -> Win (maybe).
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