I’ve written many times about what separates a good online-video contest from the myriad of failures. I’d like to add an important attribute that has been demonstrated recently by GoDaddy: listening and adapting.
GoDaddy broke one of The Cardinal Rules of a good online-video contest by providing a meager first-place prize and even less for “runner’s up.” As I often remind marketers, my personal incentive to enter a contest is driven by the “runner’s up” prizes, since I’m a rare winner and serial runner’s up (Butterfingers, Oreos, Panasonic, etc).
Jared (the King of Online-Video Contests, rivaled by his queen, SlatersGarage and his court jester ZackScott) tells the story of how his note to GoDaddy helped prompt the Internet hosting leader to up its prize from a paltry $3K to $100,000.
Jared wrote GoDaddy CEO Bob Parsons via the titan’s blog, and urged him to “up the ante.” The quick response from Parsons: “Dear Jared, I hear you. I’m on it. Bob”
Days later, Jared got a note from a GoDaddy employee:
the prizes were increased as follows: First place = $100,000, Second place = $50,000, 3rd place =$25,000 — then some other great prizes (hardware, software, camcorders, etc.) for an additional 10 places. Landing page changes at www.godaddy.com/contest to reflect this update are forthcoming — which I expect later today.
So, Jared – thank you for your feedback! I am anticipating your submission as along with your peers. I am coordinating the contest — so please send additional comments my way. If you are good with it, I’d like to brainstorm with you ways to announce the winners.
The change is non trivial ($175K in total prizes), but more impressive is a big company listening to a subject matter expert, and adapting quickly. This earns the company more equity (albeit unmeasurable) than any Superbowl commercial. Click image below to see that, indeed, the contest has raised the stakes as promised: