3 ways to play, 4 key points, revealing the operation routine of the big wheel lottery event

The roulette wheel lottery is one of the activity tools commonly used by operators . Almost every APP has had a roulette wheel lottery. Most of the activities are similar and old-fashioned, but it is still one of the most effective operation routines at present. Why do APP operators and users enjoy such common lottery activities? Today, we will reveal to you the hidden operating methods behind the roulette wheel lottery!

Why do we want to hold a big wheel lottery?

From a psychological perspective, such as the "Skinner box" experiment, the turntable probabilistically gives the player the result of obtaining gold coins. When obtaining fewer gold coins, since the game does not intuitively show the player's "win or lose", the player will always rely on or fantasize that a better reward will be produced next time. Therefore, the behavior of turning the wheel will continue further when a large amount of energy is obtained in the early stage.

1. Compared with other forms of activities, the big wheel lottery activity is simple to operate, interesting, and has high user participation. It can stimulate dormant users and is the best choice for promoting activation and attracting new users .
2. Important information about users can be collected through the roulette wheel lottery. Online activities and offline verification are more conducive to retaining users and achieving conversions .
3. This type of activity can directly utilize free third-party event marketing tools, such as: raffles, which do not require development, have high controllability of winning, and have good results.
4. The big wheel lottery event allows users to have fun while leaving a deep impression of the product, which can deepen users' recognition and understanding of the brand .

Three ways to play

The format of the big wheel lottery is relatively ordinary, but its gameplay is diverse. Let me give you a detailed introduction below.

Gameplay 1

(1) Registration/login/payment/other specified behaviors: Increase user activation rate

APP user operation scenarios include logging in, registering, completing orders, adding to shopping carts, collecting, liking, commenting, posting updates, recharging, etc. The user scenarios of different APPs are different. Fine-grained operations at these user behavior points can help the APP increase user activation rate and achieve efficient conversion.

(2) Case

1) Mead Johnson: Register easily and get great gifts

It is mainly used to prompt users to register and trigger activity content after users download the APP. You can participate by registering, which is very helpful for user activation after downloading, giving new users an incentive to continue using the app.

2) Alipay : Payment brings surprises

After the user completes the payment using Alipay, the page will jump to the event's lucky draw interface.

Gameplay 2

(1) Invite/recommend/share: Stimulate old customers to attract new ones

One of the common ways for many APP operators to attract new users through sharing by existing users. After the user launches the APP, the operator can push some pre-prepared lottery flowcharts, banner images, information flows or personal center information flows to existing users and let them share them.

(2) Case

1) Youmeng: Love is endless, big prizes keep turning

Old users can invite friends to get corresponding lottery opportunities.

2) TV Home: Watching TV on your mobile phone costs you money every day

Get more chances to win prizes by sharing on WeChat Moments .

The invitation/recommendation/sharing activity format can effectively achieve a viral user growth effect for APP applications by attracting new users through old users. It can not only activate old users but also improve user stickiness.

Gameplay 3

WeChat official account release event

There are three main ways to publish activities on WeChat official accounts : WeChat custom menu bar, WeChat keyword replies, and article participation in activities.

1) WeChat custom menu bar

The custom menu bar can directly set the menu opening method to jump to the web page, and the jump page is the link to generate the lottery H5 activity.

Case: Dao Du Peng watch

2) WeChat keyword reply

The automatic reply setting is to set the keywords, and the reply content is a picture or a link. When the user enters the corresponding keyword, the lottery can be held.

Case: Opening the nesting doll

3) Article participation activities

Article participation activities are activities where users participate in a lottery after reading an article. Using a public account to publish an activity can save more labor costs while also achieving the goal of attracting fans.

Case: Meiyajia

Four major design points

1. Clarify the activity goals and quantify them

There are many goals for the event, including increasing brand awareness, expanding market share, increasing sales, establishing corporate image, etc. When it comes to APP, the main objectives of the activity include: attracting new users, retaining existing users , promoting activation and conversion.

If the activity is to attract new users, then the operator must set attracting new users as the only goal. If multiple goals are set in one activity at the same time, and one wants to attract new customers, promote activation, and increase conversions, the theme and copy will lose focus, affecting subsequent publicity. It will also disperse limited activity resources and make it impossible to concentrate all efforts on serving one goal. Therefore, it is important to clearly define the objectives of the activity.

Secondly, quantify the activity goals, such as how many new users the entire activity plans to attract and how many new users each channel should attract. This will provide specific reference for subsequent event budgeting, prize setting, and copywriting. The benefit of setting quantitative new customer acquisition goals is that it makes event planning more traceable, makes event execution smoother, and makes use of event resources more accurate.

2. Cater to the target audience and set attractive prizes

This step is very critical, and the prize setting will directly affect the success or failure of the event. Because when users browse event information, they will habitually look at the prize column and judge the value of the prize through a quick scan. Only when they are satisfied with the prize will they learn about the specific content and participation conditions. If they think the prize is of no value or not interesting to them, they will have no desire to learn more or participate.

In order to maximize the effectiveness of event prizes, when setting them up, you must be clear about your target audience and understand what kind of people they are, what typical attributes they have, and what things are suitable for this audience. You can even conduct a survey to understand the nature of your audience, and then develop the best prize plan based on your own situation.

For example: the target audience of your event is a group of young female fans. When facing such a group, if you set the prizes as star-related things (concert tickets, autographs, albums), they will be more attractive than anything else.

3. Make the activity as simple and easy to operate as possible

Do not underestimate this point. Complicated activity steps will scare away some people who are afraid of trouble. They will choose to give up when they see this activity. Overly complicated activities may also hinder users' understanding, causing some people to not understand how to play. Then, these endless operations will gradually erode the patience of a considerable number of participants, and they will run away halfway through the activity.

Finally, for activities that require network operations, if there are too many pages to jump to, it is easy to cause the page to fail to jump or open too slowly, causing participants to lose their patience and give up the activity.

Therefore, unless it is absolutely necessary, when doing activities, you must ensure that the activities are simple and easy to operate. Allow event participants to get result feedback in just one or two steps. This way, even if they don’t receive the prize, they will not complain about wasting their time on the event. In addition, activities that are easy to start are more conducive to dissemination.

4. Necessary activity review

When the APP roulette wheel lottery activity is completed, the operator must learn to review the activity and user information, such as the number of participants, the number of forwardings, the regional distribution of participants and other data. Activity review can make the operation staff more aware of the effect of the activity. If we do not review the activity after it ends and do not analyze its successes and failures, then the value of the activity will be greatly reduced and it will no longer serve as a guide for the next activity.

Summarize

Among the various APP operation activities, the roulette wheel lottery is still an effective way to attract new users. In addition, it is simple to produce and low cost. I think it is very suitable for many operators.

Source: Activity Box Operation Society