In a Contest-Based Mobile App, How Important is it to Keep Users Constantly Engaged

Top Quote Lucky Stars mobile app launched recently, falls in the category of contest-based apps. Designed for both, the Android and iOS platforms, it is a free to download app that enables you to Win Gifts For Free daily. End Quote
  • (1888PressRelease) December 26, 2016 - Engaging with consumers is probably a given for all kinds of brand related propositions, but more so when it comes to contests and gaming. Our lives are driven by mobile apps of every kind, offering conveniences like never before. Contest-based mobile apps however, are a relatively new phenomenon that is expected to gallop away into popularity. And therein lies the challenge: to build brand engagement that leads to brand preference and loyalty.

    An Innovative Mobile App
    Since inception a couple of months ago, Lucky Stars has managed over 80K downloads, with a Daily Active User base exceeding 15K, all built with a meagre promotion budget in the digital and social media.

    The Challenges For Growth
    The construct of the app revolves around different types of draws, offering valuable gifts that can be won. To participate in a draw, users must correctly answer a simple question, after which, it's all about one's luck. The challenge for Lucky Stars is 2 -fold: Building the user base on a continuous basis and Keeping users constantly engaged and engrossed so that they are active.

    While the former is a function of spreading awareness and building excitement through the big gifts that can be won for free; the latter is more about innovating constantly to keep interest levels alive.

    Engaging With Users
    Taking cognizance of the challenges before it, Lucky Stars introduced some innovative lucky draws, over and above the standard draws. Branded the JALDI Lucky Draws, they are based on a pre-determined number of participants that can enter a draw and multiple winners. Thus, you have the JALDI lucky draws for 500, 1000, 1500 and 2000 participants. These draws caught the fancy of users and were hugely successful. As a variation, a time-bound lucky draw was introduced called HIGH - 5, which was kept open for just 5 hours. This too attracted an overwhelming response in terms of participation.

    Raising The Engagement Bar
    Reliable sources indicate that Lucky Stars is planning to expand the scope of the brand and introduce new products as part of the brand portfolio. A Loyalty program is on the anvil, to reward users for every small action they take. This will ensure they engage more frequently with the app and stay longer. Coming up very soon, are 2 new modules: gaming and ecommerce. Both these will be integrated with the basic brand construct and are bound to heighten brand engagement, as well as drive the user base.

    To conclude, brand engagement when orchestrated well, can reap easy dividends. Innovating constantly is the key to keeping users glued on and happy.

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