I loved running CR 25 back in January. Beyond SEO, it gave me the chance to properly flex my content marketing muscles. From guest blog posts to crowdsourced content; from Google Calendar embeds to Google Map embeds; from interactive timelines to infographics; we did a little bit of everything.
We finished off CR 25 with an ‘IT Acronym Quiz’ – a 10-question multiple-choice quiz created using SlickQuiz.
It was my first attempt at a competition. It went well. Not quite how I’d hoped (as I’ll explain below) but we had a good number of entries and a good, positive response overall.
Here are the three lessons that I learnt.
1) Make sure that your competition’s terms are air-tight
As I said above, I’d never run a competition before – but I knew that you had to have some good set of terms & conditions behind it. I’m sure there are some decent templates out there, but I decided to draw inspiration from real-life examples. I can’t remember all of them, but I do remember that one of them was an iPad giveaway on The Guardian‘s website.
It contained the usual suspects: participants must be UK residents over 18-years-old; it specified the closing date; in order to be eligible, they had to tweet a few particulars, including a link to the quiz and the hashtag; etc. etc. It had a total of 19 clauses.
I even thought that I was being extra-clever: I put in one clause that said that their tweet had to be live by the end of the closing date – just in case they deleted it a couple of days after tweeting it.
…And yet I missed out one (or maybe two) that was hugely important and should’ve been obvious.
A few days into the competition, a friend of mine entered. He asked: “how many times can I enter?”
We didn’t have a clause that said ‘one entry per Twitter user.’ We also didn’t have a clause that said that a person could only enter once, full-stop. In other words, if someone managed more than one Twitter account, technically they could’ve entered more than once – even if we had that previous clause. It wouldn’t have been too much of a problem if we only had one prize to give away (aside from the fact that they would’ve increased their chances of winning that one prize), but we had three prizes – meaning that one person could’ve won two or all three prizes, and we couldn’t really do anything about it as our terms didn’t cover it. Whoops.