Event operation and promotion: How to design a good lottery event?

This article analyzes and discusses how to design a good lottery event, and summarizes and shares several key points that need to be paid attention to when designing lottery events: design points, probability design, and risk setting.

Raffle designs are often seen in various products. Raffle activities have certain value in promoting product activation, the export end of the points incentive system, and the exposure of sponsor brands.

Secondly, the cost of developing a lottery activity is very low. Not only can it be quickly developed and launched to achieve operational goals, but it can also be reused and quickly launched with slight modifications during the subsequent operational activity support process.

I was previously in charge of a lottery project whose main purpose was to consume points and increase user activity. I also encountered many pitfalls during the event. Here I will not discuss in detail how to design a lottery. Designing a lottery is nothing more than a few processes: start the lottery - winning/not winning - prize distribution (involving the distribution of physical prizes, such as information collection, logistics and express delivery, etc.; the online collection process of virtual prizes). Here I will mainly talk about a few focus points in the event design process.

1. Design points

1. Stimulate and guide users to participate in lucky draw activities

Although the event has the attraction of prizes, the cost of material investment is not endless, and the distribution of prizes is bound to be insufficient. Once the prizes received by users after participating in several events do not meet their expectations, their enthusiasm for participating in the event will immediately decrease, affecting the effectiveness of the event.

Therefore, during the product design process, on the one hand, it is necessary to guide users to enter the lottery page and expose the event. For example, on the user login page, there needs to be a pop-up notification and a link jump design for the first time participating in the event to facilitate quick participation.

2. It is necessary to consider the user's motivation, ability and how to participate

On the other hand, more users need to be encouraged to participate, so the users' motivation, ability and how to participate need to be considered.

For example, if the prizes are attractive enough to users , they need to be exposed as much as possible and informed to users before they participate. For example, the prize information can be clearly displayed on the turntable. If the budget is really limited, the prize information can be hidden to maintain users' curiosity and desire to explore. Whether the prize information is disclosed or not, and the effect, depends on the platform users. You can first test the two designs. The display of winning information can increase users' motivation to participate.

How to ensure the user's ability to participate needs to be designed according to the purpose of the activity:

If the main purpose is to consume user points, it is necessary to retrieve the ranking data of platform user points and select top users with more points as the target users of the activity as much as possible. The points consumed in each draw can be increased as much as possible to ensure the consumption effect.

If the main purpose is to promote activity or to expose and attract traffic to the sponsor's brand, you can select about 60% of the platform's users as the user group who are capable of participating 2-3 times. The remaining users can obtain points through other means such as point sign-in to participate in the event, which also promotes the activation of these users.

Secondly, it can guarantee that users have one free participation opportunity every day, ensuring that all users have the ability to participate lightly.

Clear and concise descriptions of the rules are also an important guarantee for users to understand the event and how to participate in it.

2. Probabilistic Design

The probability design of prizes is mainly related to the activity delivery cycle and the budget for the number of prizes. There are mainly the following situations, and the probability needs to be specifically designed according to the situation:

1. The period is fixed and the number of prizes can be increased;
2. The period is fixed and the number of prizes cannot be increased;
3. The period is uncertain and the number of prizes can be increased;
4. The period is uncertain and the number of prizes cannot be increased;

When the period is fixed and the number of prizes cannot be increased, data is needed to estimate the number of prizes to be distributed each day and distribute them within the specified time to determine the probability of winning;

As shown in the figure above, there are 8 transfer grids, 3 points grids, and the remaining 5 are supplemented by prizes. The probability design must meet the following formula:

P (the sum of the probability of winning the 5 prizes) * (the platform estimates the number of draws per day) * (activity period) = (the total number of prizes)

If the cycle is uncertain, or the number of prizes can be increased, the probability of winning can be appropriately lowered or increased based on the effect of the activity to achieve the expected effect of the activity.

If the activity goal needs to take into account the user's points consumption, the lottery probability needs to be adjusted accordingly:

Still taking the above picture as an example, the turntable is divided into 8 rotating grids, 3 scoring grids, and the remaining 5 are supplemented with prizes.

The remaining 5 grids are filled with prizes. If the user's participation is high, points will be consumed if the game is designed to be played 3 times or more.

Design process: Assuming that you can spin x times a day and you can spin once for free, you will consume points to spin x-1 times, and each draw will consume 5 points; then the points consumed every day are 5 (x-1), and the points obtained are (2a+10b+15c)x, then the probability design must satisfy the following formula:

When x≥3, 5(x-1)≥(2a+10b+15c), which means the user starts to consume points.

3. Risk Control

A lottery event must not only ensure the expected results, but also the interests of the company and users. Any activity has risks, so what are the risks of a lottery event? How to avoid and control?

Here are some common activity risks:

1. Users can draw prizes without limit, which affects the activity cycle, etc. (a certain number of draws is stipulated);
2. Product bug (the lucky draw activity is different from the common minor product bugs. If the problem is not particularly serious, but the activity uses real money materials, such as in the previous project testing process, it was found that certain operations can continue to draw indefinitely without consuming points);
3. The data estimate is inconsistent with the actual situation, resulting in insufficient total prizes, inability to support a certain activity duration, etc. (it is necessary to continuously observe the data situation, issue system warnings when necessary, and flexibly adjust the probability of winning);
4. Insufficient specific prizes (the probability of winning needs to be adjusted to 0 after every prize is drawn);
5. Inform users of the rules, provide feedback channels, provide certainty, and avoid affecting product reputation.

Author: Tea

Source: Half Bowl of Tea