What I learnt from The Big Adventure
Who hasn’t entered a competition on television? Entry started out as writing letters. Then it became a simple phone call following the prompts. The next development included texts. Now you actually have to get off the couch and participate to win a competition!
Channel 7’s The Big Adventure is based around a rather simple premise. The contestants compete in competitions on a remote island with the weekly winner receiving the opportunity to dig for a key which could win them the competition.
As an extra incentive for viewers to tune in, The Big Adventure is running a television promotion . . . with a difference. Rather than simply phoning or texting your answer to a question, Channel 7 is looking for audience members to physically get involved. For those of you who haven’t seen the show, here is how it works:
At the end of one of the show’s segments, the audience will be prompted to prepare (or download) The Big Adventure app. Aligning with the most iconic element of the show, the digging for treasure, entry into the competition is achieved through digging with your phone. Not literal digging, but the kind of digging you would expect to do if you were playing a Nintendo Wii.
When the player digs to the bottom they can win instant prizes or receive entries into the overall major prize of a Mitsubishi Outlander.
Why is this new form of contest so important?
Because it is physical and leaves a lasting impression.
Each of us make so many phone calls and texts in a day that it would be hard to sit down a day (let alone a week) later and recount them all. While asking your audience to add another text or phone call to their day may not be a great inconvenience, it certainly is not memorable. And if there is one thing that these competitions are trying to achieve it is to make either the show or the giveaway product memorable.
Thus getting your audience to do something completely out of the ordinary, such as digging with their phone, the experience becomes memorable. There is the potential to see your phone and be transported back to the ridiculous effort that you exerted last week trying to dig your way to some prizes. (Plus, the app which is sitting on the phone goes a great distance towards this constant recall).
The other component is the physical nature of the task. There are many different types of learning styles including auditory and visual, but one of the most powerful is kinaesthetic. This learning style suggests that we remember information more readily when we learn through ‘doing’, ‘moving’ or ‘touching’. It is much easier to sit down at the end of the day and recall everything we did rather than everything we heard or saw. As such, linking the competition entry with this physical movement (and the sillier it is, the more memorable) makes it much easier to recall among all the other visual and auditory noise we are exposed to throughout the day.
While you may not be queuing up for the opportunity to live on a desolate island and compete in challenges all day for the chance to dig in the sand, this clever promotion will certainly make you keep thinking about it!