For what seems like ages now, every morning there’s been a new competition to enter at Now Magazine, Good to Know and Pick Me Up. The competitions were straightforward multiple choice questions and send in your details, and many compers enjoyed entering these promotions. However, the latter of the trio yesterday shook up their competition section quite literally in an instant.
From now on Pick Me Up Magazine competitions are now being managed by Data Media & Research Ltd, the company who bring you data marketing competition sites like Win4Now and Instantwin4now. It’s the instant win format that they’re employing on Pick Me Up. What this means is that you now register for the competitions and in order to enter you must select 3 numbers. If your three numbers are the right ones you win the prize.
According to a post on Loquax the chances of winning is 35,937 to 1.
Some of the prizes are on offer for 24 hours only, but if the right number combo is not chosen the prizes move on to another round. The prizes usually on offer from Pick Me Up are still there too, but entry again uses the instant win number guessing format. These draws do have closing dates but if the prizes are not won instantly they then also move on to another round.
The second round, for un-won prizes, is also instant win, but if no one wins the un-won prizes in round 2 – then (and only then) it becomes a standard prize draw. Phew! We think that’s what happens based on the site information.
Other changes include being able to enter the competitions more than once (you can enter them all daily – and that’s a lot of prizes to try and win daily) and the arrival of those much loved marketing messages. The ones where you can tick boxes to get this, that and the other. These are thrown up in between number selections (“whilst your entry is being checked”) on every single draw. It’s pretty much in the same vein as MyOffers or Clash Prize Draw.
From a comper’s point of view these kind of competitions aren’t that popular. Whilst no doubt people do win prizes with this instant method or from lead generation sites, they’re often passed over in preference to other competitions where people feel they have a chance of winning and that their details aren’t going to be sold on.
Pick Me Up aren’t the first to take a step into using data generation competitions. In recent month’s we’ve seen The Mirror showing a lot more competitions from MyOffers and Maxim teaming up with TopFox as a replacement to many of their promotions.
From a business point of view trying to monetise competitions is something many publishers find difficult. With declining ad revenues, finding income from other sources is important, plus by outsourcing the competition management publishers aren’t having to look after things themselves, thereby saving a few pounds!
The big question is will more publishers follow suit?
Pick Me Up is owned by IPC Media, and if it’s seen that this new format works – in terms of generating revenue and user interest – then it wouldn’t be a surprise to see a similar roll out to other titles.
Making competitions work for both website and user can be tough to balance. We’re not sure if Pick Me Up have done the right thing in terms of appeasing their audience, but we can’t blame them for trying to earn from their competitions and site traffic. All we can do now is sit and wait to see if these new format works and whether other sites follow the same way.
What do you think of the changes to Pick Me Up’s competitions?