Points Can Make Viral Marketing Work

We all have friends who have (or we have ourselves) collected points or UPCs or something of that sort to earn prizes... even though often the prizes weren't worth the effort. But regardless, we like to collect our points! It's a phenomenon like Pokémon - Gotta Catch 'em All! - except maybe a little more acceptable for adults.

The Washington Post has decided to make use of this phonemon in a very smart way. They will soon be giving points for reading articles or submitting content to the website. Additionally, to earn points, users do not have to be subscribers of the publication. This allows them to learn about consumers outside of their subscriber base, but in their market.

This type of integration can be very effective, as these types of activities can become addictive. And even if they do not actively attempt to spread the word, their time spent will surely be noticed and brought into discussion. Plus, if and when they recievie their prizes, they will be flaunted at the office (or wherever appropriate) and discussion of the system is bound to come up.

Unfortunately, a traditional method could mean a lot of work. Aside from setting up a point system, swag needs to be designed, purchased, and eventually delivered to consumers. For that reason, in smaller cases where that type of setup may not be possible, other prizes must be found. Free premium memberships for a period of time can work in sites that have this integrated already. This could also serve as a trial, bringing in others that might not have considered a premium membership before. Otherwise, discounts on products that the reader might not have considered purchasing can work as well.

There are many ways in which this type of system can be worked into a site in order to help spread the word!