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Recently we ran an Instagram contest to promote our Etchings App for iPhone and iPad. To help us run the contest we used Statigram which is an Instagram web viewer and social analytics tool for contests & community management. Statigram has over 3.1 million users so their contest platform seemed to be the best way to expose the most people to our Etchings app; there also don’t seem to be any good alternatives in this space at the moment.
Original image by www.overxpsr.com
Statigram’s photo contest toolkit included a few simple steps to get us started:
Once the contest was live, we also promoted it on Instagram, Facebook and Twitter. Over the two week duration we had over 1000 entries with some amazing creativity and talent on display. We were thrilled by the wide range of subjects and overall quality of the entries. Every day we would watch the entries roll in and discuss some of the best.
When the contest was over we used the moderation tool provided by Statigram to refuse the images that did not meet the contest criteria: 902 were accepted and 258 refused. Most of the refused images were spam or just regular photos that were not etched even though the rules of the contest were clear that entries had to be created using the Etchings app.
The below “Activity” graph shows how many photos were posted by how many participants. The graph compares these stats to the amount of page views over the contest period.
To choose a winner, we had a panel of 5 judges – three members of the MindSea team, and two guest judges. Each judge chose their top 10 which resulted in 41 unique images. From the shortlist of 41 there were eight images that appeared more than once. The judges ranked the final eight images and the three winners were decided using the Instant Runoff Voting process. The flowchart below helps describe how this works.
We then reviewed the results to make sure each judge was happy with the process and from there we announced the three winners on Instagram, Facebook, and Twitter.
Here are the three winners:
During the contest period, we gained almost 500 followers on Instagram, and we reached an extraordinary audience filled with amazing artists and photographers – the overall quality of etchings on Instagram has improved and downloads of Etchings app increased by approximately 30% during the contest period.
The overall contest cost approximately $1,000 (CAD) to run. Approximately $550 (420 Euros) for the Statigram contest, and $450 (CAD) for the prizes (having the winning etchings printed on glass and the Polaroid Z2300 10MP Digital Instant Print Camera.) The contest was a great promotion that has caught our target audience’s attention and it was well worth the cost and effort to run.
Some things we could do differently if we were to have another contest would be:
Thanks to all who entered, and we look forward to having another Etchings contest soon! If you want to see all the amazing entries in the meantime, you can find them on the Statigram contest page.