Overview: A fan contest invites consumers to share why they’re the brand’s biggest fan—often through written stories, photos, or videos. These promotions are a powerful way to tap into existing brand affinity and generate engaging user content.

• Primary Goals:
  • Deepen engagement with loyal or highly invested consumers.
  • Collect compelling user-generated content (UGC) for future marketing use.
• Technology: Contest microsite, UGC collection, content admin tool, and microsite gallery.
• Strategic Considerations: Fan contests offer strong creative flexibility and can be structured around a variety of formats - text, images, or videos. For campaigns focused on content collection, a microsite with direct upload functionality is ideal. For awareness-driven campaigns, consider a social-first approach by encouraging fans to post their submissions using a branded hashtag. Entry mechanics should align with your campaign goals, audience, and desired content type.
• Case Study: In the Netflix & LG ‘B&Binge’ essay contest, fans were asked to describe why they deserved the ultimate streaming getaway. The campaign tapped into the emotional connection fans had with their favorite Netflix series and rewarded thetop essay winners with once-in-a-lifetime experiential prizes. Read the full Case Study.