Online contests are an excellent PR strategy to help boost website traffic and increase your company’s visibility. In particular, social media—including blogs, Twitter, and Facebook—provide real value to PR campaigns.

A recent example of an effective online contest was the partnership between Bayer Diabetes Care, manufacturer of self-tested diagnostic monitoring systems, and Nick Jonas from the hit boy band, Jonas Brothers. Bayer and Nick, who has type 1 diabetes and uses the Bayer CONTOUR® meter, launched the “Express Your Simple Win Creativity Contest” online at NicksSimpleWins.

The contest targeted people with diabetes between the ages of 6 and 18, challenging them to submit a 15-30 second video online that demonstrated their “Simple Win” through song lyrics, photography, painting/drawing or acting. At the end of every month from April through September 2009, the top three videos were posted on the contest page and the public could then vote for the best one. Each monthly winner received a gift and a shot at the grand prize. In October, a group of judges chose the top three videos and those winners met Nick in person.

How did this contest leverage Bayer’s visibility?

  • Social media. To spread virally, consumers could click on a viral component on the contests’ main page and share their videos, links and information about the contest via Twitter, Facebook, and other sites.
  • Partnering with a celebrity. It’s a good thing Nick Jonas isn’t just any celebrity with diabetes. He is apart of a hit boy band, Jonas Brothers, which happens to cater to kids and teens – the exact audience Bayer wanted to target. On the other hand, let us not forget about the media Nick will also help attract such as USA Today’s article titled “Teens with diabetes not defined by disease,” featuring the partnership.
  • Prizes. Rewards create a positive consumer association with the Bayer brand by offering prizes. In this case, winners received a signed Nick Jonas item and were eligible for the grand prize to meet Nick in person.

    • Online contests can be an exciting and creative way to inform consumers of new products and services, build brand awareness and further the preference for Bayer’s monitoring systems among young people. In addition, these types of strategies provide companies a channel to engage with consumers and create goodwill and loyalty with everyone who enters. In fact, in many cases online contests will be the first time people interact with your brand–so make it count.

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