The Financial Brand

‘My Dream Is’ Photo Contest from ING DIRECT

By Jeffry Pilcher

Published on January 5th, 2009 in Digital Marketing

ING Direct just wrapped up their "My Dream Is" promotion in Australia, a user-generated photo+savings contest offering a first prize of $10,000. The general public chose the top 100 entries by rating them at mydreamis.ingdirect.com.au website.

A five-person panel made up mostly of ING Direct representatives then selected the top three major prize winners. Entries were judged on their creativity, relevance to savings, and references to ING Direct’s brand.

All winners will have their prize money deposited in a Savings Maximiser account. Total prize pool was valued at $23,000.

Key Questions: What percentage of entries come from existing ING Direct customers? What is the conversion rate for non-customers in this kind of promotion?

mydreamis.ingdirect.com.au

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