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Contests in Chatbots – a Variety of Choice

Contests in Chatbots – a Variety of Choice

Mariusz Pełechaty 20.06.2019
Mariusz Pełechaty

Lotteries and contests are one of the most popular marketing tools. No matter what kind of business you run, contests are held by practically every brand. Some of them can last months, have several editions, and their prize value may amount to millions of dollars. There are also smaller contests organized with a lower budget, where participants can still win interesting prizes. Because of their flexibility, chatbots are perfect solutions in both cases.

Last year, in collaboration with other agencies and companies, we implemented chatbots for known brands, such as Żywiec, Heineken, Komputronik, Semilac, and PEPCO. All these brands held contests with the help of our chatbots. Prepare yourself to delve into the world of chatbot contests – find out how they work and how they can be used. 

New Contest Panel – New Possibilities

The thrill of competition, the pulse race before the results get announced, and the yearning for glory – these are some of the reasons why users decide to participate in contests and why brands decide to hold them. They, in turn, motivate us to adapt the KODA Bots platform to the needs of both companies and their clients.

We’ve made changes in our panel. Right now, we can freely arrange and create columns for contests. We have several specific solutions to choose from:

  • text – we can separately save the messages users send us,
  • photo – we can organize contests where users can submit not only texts but also other (non-obligatory) media files,
  • video file,
  • audio file,
  • indication of the winner/s – we can make any number of places, e.g. if there are 5 prizes to win in a given contest, we would pick 5 columns to assign them to specific places.

With these simple solutions, moderators can easily and quickly manage contest entries. Before the very competition begins, they can also adapt the panel to their needs and the rules of the contest. They can even decide whether the consent to the processing of personal data should be fully displayed or expand as a hover effect.

Examples of Chatbots Designed for Contests

I decided to show you chatbots that are interesting in form. But mainly, I tried to choose chatbots that have worked in practice and which have won the hearts of brands we collaborated with.

The Chatbot from the Żywiec Lottery

Each year, Żywiec organizes a large lottery. Users find out whether they win a prize after they’ve entered a code they found under a bottle cap or ring-pull. The chatbot we designed for this purpose played a major role. Since users had the chatbot in their Messenger contacts, they could easily enter their codes. But besides this, the chatbot was frequently used because it was able to answer all the most important questions with regard to contest rules, prizes, and products. This was all integrated with the brand’s contest page. Even though we can’t talk about the results yet, we can definitely say that we’re proud of what we’ve achieved (be ready, because we’ll talk about this in a separate case study).

We think that the success of the chatbot lies in its clarity and simplicity. Participants open Messenger and, in a few simple steps, they go through the whole contest process. Quickly, smoothly, without any problems.

The Chatbot for Heineken Music

Heineken’s chatbot perfectly illustrates how easy it is to engage users. Who hasn’t been to an Open’er festival? Exactly! For years, Heineken has been supporting the world-famous music festival. Each year, the brand holds a contest where users have to demonstrate their knowledge of music. First, they use the chatbot to enter codes they’ve found under Heineken’s bottle caps or ring-pulls. Then, they have to answer five closed questions and a one open question. During each day of the contest, the two fastest users who properly answer all the questions win prizes.

If you want to learn about the mechanisms of the contest in theory, continue reading. If no, you can test the chatbot in practice or move on to our next example. ?

The Heineken chatbot informs users about the contest rules and prizes. It also allows them to accept the contest terms and conditions and to give the necessary consents. People who contact the chatbot about “non-contest” issues during the event, get redirected to a moderator. The user-chatbot conversation follows the following scenario:

  1. After a user enters the chatbot, he can choose whether he wants to participate in the contest or whether he wants to solve a different problem (in the second case, we turn the chatbot off and inform a moderator).
  2. The user gives the necessary consents to begin the contest.
  3. Then, the chatbot displays a message to encourage the user to enter his code.
  4. The user enters the code:
    a) if it’s correct, we invite him to participate in the contest.
    b) if it’s not correct, we display the following message: „This code is incorrect. Check if everything is right or enter a different code”.
  5. Later, it’s time for the closed questions:
    a) They start right after the user confirms his participation (clicks on a button). At this moment, we start measuring the time.
    b) We display a series of 5 single-choice questions.
    c) As long as the user gives correct answers, the next questions are displayed.
    d) If he answers incorrectly, we inform him about the mistake. He can start the game over again after he enters a new code. 
  6. If the user correctly answers all the closed questions, we display the final open question. After he writes his answer and confirms it (sends the message), the game time stops, gets registered, and the user waits for the contest results.


Why is everybody talking about chatbots?
Because brands who use them in business are getting results
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The Chatbot Contest that Topped off the Semilac Storytelling Action

Semilac was just launching a new collection of hybrid nail polishes. On this occasion, we organized a special storytelling game in the brand’s chatbot. Each day, we published a new part of the story, which was about two girlfriends who set out on a trip to a popular European city. Users could join them on the journey and determine the next steps of the story. At the end of each story segment, the brand revealed a nail polish from the new collection, generating high excitement amongst the players. In the end, it turned out that 80% of users who had passed the first day of the storytelling game, stayed until the final. The very contest, which appeared at the end of the entire game, had 834 participants. And let me remind you that the contest was available only to those who have passed all 4 days of the game (and joined the game within the first three days – we didn’t make it easy ;)).

As a result of the storytelling game, the chatbot exchanged half a million messages with users during only 4 days. What’s more, the push messages that informed users about the following days of the story had an 80% CTR (click-through rate). You can read more about the whole Semilac action in a separate case study.

Komputronik’s Chatbot Contest 

Komputronik has been effectively using chatbots in its communication for years. So the time had come to organize a contest. In order to win laptops and smartphones, users had to write #ideserveit in the chatbot. After giving the necessary consents, they had to answer the question “Why do you deserve to go on a summer vacation?”. This was the main contest task, but to increase the chances of winning, users could optionally send a photo to their answer. Then, the users’ messages could be easily examined by moderators and voila! Simple solutions are the smartest.

PEPCO’s Chatbot Contest

PEPCO relied on our chatbot in 100%. The brand used a contest module of our design. It allows to quickly launch contests (up to 24 h), and users can send entries in the form of a text, video, or photo. Their messages are displayed in a special panel, which allows to, among others, contact the users who have just started their conversation with the chatbot or those who had sent their entries and won a prize. I guess I’ll have to repeat myself again: in a few simple steps, the users could go through the whole contest process. Quickly, smoothly, without any problems ?

5 Benefits you can Gain from Organizing Contests in Chatbots

  1. They are many times cheaper and faster in implementation than, for example, designing a separate contest landing page.

  2. Because of Messenger’s popularity, chatbots are easily available to anyone who wants to take part in a contest.

  3. If the contest is promoted in the media, it’s held in the same place where your advertisements were displayed.

  4. It’s much easier to manage contest entries on chatbots than on Facebook contests that are held as e.g. fan page posts – because you can easily go through the entries, flag, or exclude them in a separate panel designed for content management.

We can encourage users, who started the game but didn’t send their entries within 24 h, to take part in the contest. It doesn’t cost anything, and we can also directly send the contest results to the participants.

Facebook contests are quite engaging. But those that are organized directly in Messenger, excite users even more, as they take place in the users’ natural environment. If you have no idea how Messenger bots can help your brand communicate, holding a contest on a chatbot can be a great way to build long-lasting relations with clients. If you have any doubts, find out how our newest designs work, and ask us if you need anything. We’ll gladly dispel all your doubts.