Marketing to Millennials: Contests for Content

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Marketing to Millennials: Contests for Content

These days, it seems like everywhere you turn there is some new  marketing idea or campaign dying to get your attention or to start the next “trend.” What I have recently come to realize though is, as a college student, I am exposed to these vast marketing techniques even more than the average person.  At first, I wondered why it was that I was being hit with different ads and products everywhere I turned, but the answer quickly became clear. It isn’t because I am involved in lots of different organizations and activities, or because I am female, or even because I go to UGA….it’s because I am a millennial. I believe that millennials are, by far, the most targeted group by companies and advertisers on any average day and I have decided to explore the various ways in which this is true. This week I decided to look more into one of my favorite types of marketing as a millennial student…contests.

As a college student, there is nothing I love more than free stuff. So any contest that I can enter to potentially win free stuff, I will. And in Athens, there is no shortage of contests. Many of the local businesses use contests as a way to increase their social media presence and, in turn, hopefully increase their customer basis. I myself have been lucky enough to win a few of these contests, and my loyalty to those companies hasn’t faltered since. Last year, the company that manages the house I rent sent out an email with important information. At the end of the email, it said that if you continued to read the emails that they sent then you would automatically be entered to win concert tickets at the Georgia Theater. Sure enough, about a week later I got a call that I had one two tickets to see Moon Taxi preform. You better believe I have read every email I have gotten from them since.

Additionally, Your Pie, a local pizza franchise, constantly runs contests on their Instagram and other forms of social media. I have won one of these contests before, and ever since I have made sure that I carefully look at each post they make. They recently gave away pizza for a life. While I unfortunately wasn’t lucky enough to win this contest, Your Pie sure was a big winner with all of the engagement that the contest brought. Lastly, many of the UGA social media pages use contests to drive their sometimes otherwise boring content through to the students. For example, while the UGA health center is an amazing asset of the university, there is really no reason that students would want to follow their social pages. While the information they share is useful, it just isn’t typically exciting enough to engage with. They have found contests to be their way around that though. They are constantly having contests for gift cards, sunglasses, gift bags, and more and it has made me a loyal follower for sure.

At the end of the day, contest might not be the best form of marketing for most businesses. For small businesses in a college town, however, it can be perfect. And as a millennial college student, I hope more businesses catch on to this idea and give us more chances to win cool prizes. Let the contests begin!


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