Contents
What is a special project?
A special project represents a unique format of interaction with the client that goes beyond traditional communication. It can be any non-standard form of content, mechanics, or channel. Examples include quizzes, games, promotional videos, challenges, series of expert articles, and collaborations between brands.
The distinguishing feature of special projects is interesting design and creative solutions, often with elements of gamification. Typically, users are invited to answer questions in a quiz or perform a simple interactive action. As a reward for participation, they may receive a discount, promo code, or lead magnet.
To receive bonuses, users are asked to provide their contact information, such as email or phone number. For example, an interactive project from "Aviasales" attracted attention to a giveaway for a trip to Vladivostok, offering users a quiz and a unique city itinerary based on their preferences.
Why launch special projects?
Special projects address several important tasks, such as:
- Attracting attention to the brand. They can be launched to promote seasonal products, present new items, or emphasize existing ones. Even if the user does not make a purchase, they will remember the brand and may return to it later.
- Generating leads. At the end of the interactive experience, users are invited to leave their contacts in exchange for useful materials or promo codes. For example, "M.Video" and Microsoft conducted a game to promote the Xbox Game Pass subscription, where users collected games in a cart and received a discount.
- Finding new customers. Traditional communication methods may lose their effectiveness, and special projects help experiment with new formats to attract a diverse audience.
- Strengthening the company's image. Many special projects aim not to increase sales but to enhance loyalty and improve the brand's image. For instance, "Dodo Pizza" released a manifesto reflecting its values and philosophy.
- Reactivating the email database. Non-standard approaches help regain the attention of dormant subscribers by offering them not just standard newsletters, but a unique interactive experience.
- Collecting additional data. Special projects can be used to gather more information about users, which allows for audience segmentation and improves future communication.
Examples of special projects
Each company can use various newsworthy events to launch special projects, such as significant events for them, seasonal holidays, and promotions. For example, ahead of the New Year, brands strive to stand out and creatively congratulate their clients while promoting New Year's gifts. Many special projects also appear around holidays like February 23 and March 8, as well as during Black Friday.
An example of a successful special project is a New Year's browser mini-game for Hoff, where users help the hero prepare the apartment for the holiday. Other companies, such as DocMed, use blogs to publish expert articles, which can also be considered special projects if they aim to attract attention to a specific topic or product.
Conclusion
Special projects are becoming an important tool in the arsenal of modern marketing, providing companies with the opportunity not only to promote their products but also to interact with customers on a new level. They help enhance the brand's image, attract attention to new and existing products, and create additional opportunities for obtaining contacts and user data. In a competitive environment, this approach can become a decisive factor in the successful promotion of a business.