Campbell Soup, Volkswagen and Avocados From Mexico use Pinterest as a contest engine. Here's how.
Brands are still trying to figure out Pinterest. Many have resorted to “Pin it to Win it” programs to boost their audience and to introduce products and services to new people.
The reasoning is simple. For one, Pinterest doesn’t have any advertising products. Also, unlike Facebook, whose terms and conditions don’t allow contests that are not hosted in a dedicated app, brands can launch a contest on Pinterest with little advance planning and a small budget. Contests are surefire ways to get people active — everyone loves free stuff. But getting it right means following some time-tested rules. The winning “Pin It to Win It” efforts use a brand’s other digital channels to tie into the contest rather than having it live on an island. There is, after all, no such thing as a brand having a “Pinterest strategy.” What’s more, good efforts mimic existing user behavior on platforms. This is essential to any platform marketing effort.
Here are five brands using “Pin It to Win It” in interesting ways.