Judged vs Random: which is best?
Twenty years ago, creative consumer competitions were all about writing – mainly slogans, tiebreakers or poems – and often required a purchase. Competition winners were always judged according to a set criteria. Now though, most of us have mobile devices capable of taking – and editing – high quality photos and videos. Wordplay is at a minimum and brands want to see photos and movies instead – ideally of a standard they can share with their fans! So we’re seeing many more photo/video competitions on websites, Facebook, Twitter and Instagram – some with winners drawn at random, some with winners chosen by a judging panel.
But which method is best for a creative comp – random winner or judged winner?
I recently asked 400 compers in my Lucky Learners Facebook group for their opinion in a simple poll – 70% said they preferred a judged competition, while 30% preferred a random draw.
Of course, there are many factors to take into consideration – the value and number of prizes, the difficulty of the entry task, and the cost of any products featured in the entry. It also depends on the amount of time left to enter – after all, if the competition closes at midnight, a random draw is much more appealing to a comper than a judged competition!
What are the advantages of random and judged creative prize promotions (eg. tiebreaker, photo, video) for a brand?
- Anyone can take part without having to spend time (or money!) on a creative entry – meaning there should be lots more entries
- Cheaper and easier to administer the promotion, with no judging session involved
- Entries may be low quality, as people will spend less time on them – so the winning entry may not be of a good enough standard to use for publicity!
- If the random winner happens to be an excellent entry, fans may complain it wasn’t a fair random draw!
- If the judging is conducted fairly using a list of criteria, the best entry will win
- The promoter is ensured a good quality entry to use for their publicity afterwards
- Employing a judging panel can be time consuming and costly
- There will be less entries as less creative fans won’t think it’s worth bothering
- Fans might disagree with the judges’ choice of winner
If winning entries aren’t going to be used for publicity purposes, the required qualifying products are cheap to buy and easily obtained, or there are a large number of low value prizes – opt for a random prize draw.
Good example: Mentos Me and You
If the winning entry will be used for publicity, a lot of effort is required to enter (eg. time consuming video entry, tracking down products to include in a photo, or getting to a certain location) or there is a single high value prize – opt for a judged competition.
Good example: Ready Brek Glowing Creations
A combination of judged and random
This is the best solution and there are a few ways it can be done (the first is my favourite!):
- the best entry (as decided by judges) wins the top prize, but in addition there are one or more random winners chosen from all entries – perhaps choosing a random winner weekly or daily during the promotion to keep people interested.
- a shortlist of winners is chosen by judges, and then the winner is chosen at random from the shortlist – this method ensures there is a good quality winning entry but can be time-consuming as judges must look at every entry
- a shortlist of winners is chosen at random, and then the winner is judged from the shortlist – this means less administration time and costs for judging, but could exclude an amazing entry from the judging!
But what about voting?
Terms, conditions & criteria
Whichever method is used to decide a winner, it’s essential that it’s made very clear to entrants before they take part – it’s not acceptable to state the winner is judged, and then to add in a public vote to T&Cs later on. A surprising number of brands don’t state upfront whether they’re choosing a winner at random or with judges. And if the winner will be chosen by judges, there must be judging criteria (most original, relevant, creative etc.) – choosing a ‘favourite’ or ‘the best’ entry won’t wash with the ASA. In addition, there must be at least one independent judge on the panel.
To choose a winner fairly and at random, these tools will help:
- Tweetdraw (entries with a Twitter hashtag)
- Fanpage Karma’s Good Luck Fairy (comments on a Facebook post)
- random.org (choose from a numbered list or spreadsheet)
If there’s a budget available, PromoVeritas can help with a supervised random draw or independent judging for a promotion.
Whether the winner is chosen at random or according to judging criteria, it should also be checked that the entry complies with all terms & conditions, and doesn’t breach copyright (check a photo is original using a reverse Google image search).
Which do YOU prefer – judged or randomly drawn winners? Let me know in the comments!
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(Judge photo copyright andreypopov / 123RF Stock Photo )