Dough! Is Kingsmill Baker’s Bonanza Comp Half Baked?

Posted on: January 18th, 2012 by Jason 17 Comments

Some competitions must start out as great ideas but it’s only until they become reality do that flaws in the great scheme of things start to appear. Kingsmill, for example, probably thought that their Baker’s Bonanza competition on Facebook was the perfect recipe for a clever competition. Basically they have a prize oven, when it’s time to open the oven they give a 10 minute warning, then once the prize is ready to be won it’s a case of fastest fingers first. What could go wrong?

This competition doesn’t do any of the silly things that Di talks about over on Facebook Wall Competition Problems so surely all will be well?

However, a quick look on the Kingsmill Wall and the competition has given rise to reams of posts from disgruntled potential players. They’re rolling up to express how they’re unhappy about the opening times, that they haven’t won and that it might be a fix. Yet it’s hard to understand why they’re disgruntled though. Kingsmill have set out the competition, given the instructions and all people have to do is follow them.

It’s meant to be fun!

Did the oven open today? Well yes it did and on Facebook you can check timelines to verify whether a promoter is doing as they claim.

At 10.50am Kingsmill announced “Stay alert people! The Baker’s Bonanza oven is warming up nicely and a fresh batch of prizes will be ready in the next 10 minutes”.

At 10.58am they wrote “A fresh batch of prizes is now ready over at the Baker’s Bonanza oven”

Then at 11.50am “All today’s Baker’s Bonanza prizes have now been won”.

As the oven only opens once per day, that’s it! The competition has ended for the day – exactly as it says in the instructions!

OK, it’s not the type of competition that we’re a fan of as it’s a bit like first to tweet back or first to reply on Facebook, but let’s face it it’s not a freebie and everyone can’t win. The whole point of the promotion is to be alert to Kingsmill’s wall posts, wait for the window of opportunity to open and then be fastest to the prize. Good timing, a bit of skill and a bit of luck and you could win! Kingsmill have even said they’ll move around the times so that different people have the opportunity to play.

If you missed, you missed it! Try again the next day!

However, some people don’t seem to take defeat or missing out graciously. In fact, there does seem to be a growing culture of “I should win give me the prize” on Facebook competitions. We saw something similar with Baileys when they gave away their cupcakes on a daily basis and also when Play.com gave a dozen iPad 2s over Christmas. Some of the comments to those promoters were out of order.

Constructive criticism (e.g. the opening times or wins not being registered) is useful to help the promoter tailor the promotion better, but saying a competition is a fix or a con because you haven’t one or missed out is nothing short of being a bitter loser – it doesn’t do any one any favours.

People need to remember that the number of entries to these promotions is often high (and getting higher) and that winning is not a given right. If you want guaranteed something for nothing then look for freebies not competitions. We think that it’s important to be gracious in defeat, and humble in victory (unless it happens to involve Southampton FC, then that’s a different story).

However, Kingsmill could use their loaf and make a very subtle change to help them and to help their users. At the moment when you go to Kingsmill it defaults to showing all posts by everyone. If they went into their “Edit Page” and changed “Wall Tab Shows” to “Only Posts By Page” the default becomes posts by Kingsmill.

That way, when a user visits the page they will see that the oven door is currently closed and that Kingsmill have indeed been running the competition as laid out in their instructions. Another suggestion would if they gave a rough opening time for the next day or two. A few subtle changes that might be useful?

Hopefully Kingsmill ride out the wave of criticism that they’re facing, but you do wonder whether they will do a similar promotion again. A Facebook Wall is an outlet for the brand and whilst all publicity may be seen as useful (good or bad), a wall full of abusive comments and negativity will reflect badly – especially when the brand doesn’t deserve it.

  • army

    Totally agree with all of the Loquax team’s comment. It’s a first come, first served game against the clock, and absolutely nobody has ever any actual right to win any kind of draw or competition.. so long as the promoter sticks to it’s clearly defined rules and instructions, then it’s down to sheer luck as per. Really can never get over people who complain they’ve done this and that but haven’t won anything, as though it’s a cert that they must. There are some sad, bitter folk out there .

  • vicky hutson

    People have been taking the kingsmill competition very seriously, claimimg to be waiting hours and when they don’t win the moan it’s a con or a rip-off.
    This is mainly due to frustration as the quantity of prizes is very low, the warning sends thousands flooding to the site normally making the app crash as people constantly refresh and the prizes are apparently gone within a second and yet it takes Kingsmill an hour to (as reported by yourself) report the give away is over.
    I’ve found the whole debacle quite entertaining but it does go to prove that some folk have a belief that because they’ve spent hours waiting they have a right to win!!!

  • tracymac41

    I totally agree with everything you have said, I’m always at work when they open the oven, but he ho I’m not sour, I don’t go on there page moaning, There seems to be a new bread of compers on face book lately, that have the impression that they have a right to win, instead of if your lucky enough to win it’s a privilege,

  • BONCE102

    It’s almost the same idea as the Rice Krispies orange Squares before Christmas….you needed to be there at exactly the time they were ready to open their doors. As far as I can make out, these prizes don’t seem worth all the upset and aggravation either…seems some people like to complain, just for the pleasure they get from upsetting others 😉

  • suenatal

    Well I happened to be on line today for the first time for this comp, it said 10 mins and it will be ready, I refreshed and refreshed, the it said prizes are ready and within seconds it was gone – will I bother again? No is the answer, I’ve better things to do with my time than sit waiting to see if I can click fast enough to win some toaster pockets. I did see someone comment that they had won, so well done to them, but there are far better competitions than this to divert your time to.

  • missblastoff

    I must admit I did have a giggle when someone alerted me to the wall posts on Saturday – HOW DARE THEY not turn on the oven at the weekend!
    There are several brands on Facebook that have thousands of grumpy fans and they can never keep them happy – I sometimes wonder if all this moaning will mean they’ll never run competitions again which would be so disappointing. You made a very good point about changing the wall setting to ‘Only Posts By Page’ – there are a lot of pages that should do this, when I go to a page and see the same photo posted over and over again for a Share competition it reflects badly on the company. Any normal fan just visiting to get a bit more information would be immediately put off I should imagine! (by the way thanks for linking to my FB post and congrats to Southampton FC for ruining one of my rare afternoons out at the City Ground on Saturday, bah!)

  • marymod

    All gone within 33 seconds this evening – sorry, but life’s too short to worry about their competition so shall simply move on to the next one.

  • djmac

    Not being on any social networking site any more I’m a bit mystified at all the talk about bakers ovens and disgruntled compers. Am I missing out? I’m not sure.

  • dancer2712

    I don’t take this competition seriously but it gets me really ma. I’ve written on their wall twice now and they haven’t replied. Twice I have had the message to say hat I’ve won and to click the claim button, when I do this it tells me I’m too late. So the question I’m asking them is why is this happening – still waiting on a reply

  • susanemily

    I won on the second day. It was a Jamie Oliver colour me in apron. I was just lucky to have refreshed the page at the right time, but from what I remember the prizes were gone in a matter of seconds.

  • AndyH1

    Personally I tend to avoid these competitions. I havent got time to go checking a facebook page to see if they are ‘open’ or not all day and can’t really see much fun in entering them. That said I dont like the way people moan if they dont win. It seems to be happening with freebies too. If I apply for a freebie then if I get it I’m happy and enjoy the suprise, but if it doesnt turn up its not much consequence – after all it cost nothing, not even postage these days with email.

  • kenneth23

    i stay well away from this type of comp because i never know when i can get to the computer,and i do not have enough time to keep checking back

  • Ennill1

    I hadn’t heard of this comp, just as well as can’t be sat on the pc all day waiting for them to open their chest of jewels – A JAMIE OLIVER COLOUR ME IN APRON – just because the have the affront to call that a prize, I shall not longer buy their bread, and every time I go past one of their loaves I shall give it a good squeeze in the middle (just out of curiosity to see if it can ‘bounce’ back you understand…)

  • annie7

    I agree. Its like all comps you cant win them all. Its just luck, if your lucky to go on it at the right time you can win if not bad luck. Theres no need to go so anti Kingsmill, otherwise you could have quite a list of companies that you have not won with.

  • Unicorn1306

    I don’t mind missing the opening times but I happened to catch one today so sat there for a couple of minutes refreshing and the screen went straight from ‘warming up’ to ‘oops too late’ in less than a couple of seconds. If they were going to give people a chance why not say that the oven will open for 5 minutes and anyone the clicks on it during that time would be entered into a draw otherwise it seems to favour those with the fastest computers and internet connections.

  • janeg88

    I have won on it (as casserole dish) I think it was just the right place at the right time (plus I did read the instructions and knew what I was doing, that I needed to refresh the page and not dither about putting my details in) I think the speed at which people need to enter and claim is under estimated by everyone. Think this type of promotion is not the best as it does lead to disgruntled people, but to be fair to Kingsmill they are trying to address some of the issues.

  • Smoocham

    I also won on it – tried for a few days and then got lucky. Have as much chance to win with this style of competition as any other and I quite like the format!

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