The underlying cleverness of the Dragon Age promotion is that not only does every part serve its own purpose, but they all also double-back and reinforce the others. The mini-game promotes the end-product, but also delivers the ROI-trackers and surveys in a fun and engaging way. The downloadable items promote the end-product as well, but also track ROI and encourage people to play through the mini-game, which is actually the main promotion. As for the surveys, besides promoting purchase of the game with another free download, they collect data to make future products stronger, including the promotional mini-game that the surveys are tied to in the first place.
Even if you don't weave together a big complex promotion like this one, and take just a portion of the above ideas instead, I'm sure you can see there are still a few quick ways you can make a promotion stronger. Take a child's piggy bank used to promote children's saving programs at a mid-sized bank for example. Instead of just handing out the banks when the kids open accounts, why not make it so once they fill up the bank and bring it back, they get an extra 25 cents or something? Now you've created extra incentive for them to come back, and a way to track ROI besides.
Until next week,
CHARLES PLYTER FACT OF THE WEEK: Charlie is in the office "Yankee" camp for the upcoming World Series. Philly fans, direct all hate mail, inquiries about why steroid use is okay, or questions about what it's like to root for the most boring bunch of over-paid cheaters out there, to firstname.lastname@example.org.
*Fun fact: my comic collection used to be much larger, but I lost a ton of books I had lent my high school girlfriend after we broke up. Good books too, like a complete early run of Deadpool and the first Ultimates arc. Ah, the follies of youth.