Why a Prize Hook is the Best Marketing Strategy

Running a competition is a unique marketing strategy, but what makes it so effective? Other than the exposure to a target audience and (at least) 28 days of brand visibility, competitions are a magnet for new potential customers because their attention is rewarded. Many other forms of digital and printed advertising are centred around passive consumption, but competitions require attention and interaction. This can be an important initial touch point for new customers because they are more likely to remember your brand if they has been an action accompanied with the information. It works using a similar psychology to free trails and demos, but for a fraction of the price.

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In today’s crowded digital world, grabbing — and keeping — someone’s attention is harder than ever. Consumers are bombarded with ads, emails, and social media posts from every direction, making traditional marketing messages easy to ignore. That’s where competitions come in.

What is a Prize Hook?

The prize hook is the prize you offer to the users of our competition sites. It is the irresistible incentive that captures attention, sparks engagement, and drives meaningful action from audiences. We have seen prizes as big as weekend stays and concert tickets or as small as a gift voucher or a candle, as long as it meets the Minimum Prize Value then it is up to you to be as creative as you like with your prize. When done right, a prize hook doesn’t just give something away; it builds awareness, loyalty and measurable results.

Need some inspiration? Take a look at some of our publisher’s competition pages to see what other brands are offering:

• House of Coco: https://competitions.houseofcoco.net/index/index.php
• Made for Mums: https://competitions.madeformums.com/
• Woman’s Own: https://comps.womansownmagazine.co.uk/
• Trusted Reviews: https://comps.trustedreviews.com/
• Marie Claire: https://comps.marieclaire.co.uk/

Why is it so effective?

1. A Prize Hook Instantly Grabs Attention

Humans are naturally drawn to rewards. Whether it’s a free holiday, an exclusive product, or a once-in-a-lifetime experience, the idea of winning taps into deep psychological motivators.

In marketing, attention is the hardest currency to earn. The average person scrolls through hundreds of posts a day, often tuning out ads entirely. A compelling prize hook cuts through that noise. It turns a passive scroller into an active participant — someone willing to click, engage and share.

Think about it: which would you rather engage with, a static product post or a competition offering a luxury getaway or an exclusive bundle of your favourite brand’s products? The latter doesn’t just sell a product; it sells excitement and possibility. You are asking the entrants to envision what it would be like to win, moving them into the consideration stage of the marketing cycle which increases the chances of them turning into sales.

2. It Requires Participation

We design our competitions so that entrants will have to read the copy you provide, internalise the information and test their knowledge in the entry question. They have to actually get this question correct for their entry to count, requiring more than just passive consumption.

Most of the time, the first touch point a customer will have with your brand will be a social media post, a Google search result or a billboard/poster, but a competition will require interest paired with interaction. It is a streamlined way of moving new customers down the marketing funnel and reducing the number of touch points needed to hook a customer.

Even better, the buzz they create lives on long after the competition ends, brand awareness remains. Creating a lasting impact on an audience should never be underestimated.

3. The Emotional Power of Winning

At its core, marketing is about emotion. It’s about how people feel when they think of your brand. Few strategies evoke stronger emotions than the thrill of winning.

When someone wins a prize, they don’t just receive a product — they experience joy, surprise, and gratitude. These positive emotions create lasting memories and powerful brand associations.

Even for those who don’t win, the excitement of participation and anticipation generates a sense of involvement and connection.

How can I offer a Prize Hook to new customers?

Get your competition set up today with The Competition Platform! We currently have 15 publications (more to come soon) to choose from, all with a unique audience, and we want you to have as much choice throughout the process as possible.

Customise your competition with your own image copy and question and work with your account manager to get your competition out at the right time in the marketing calendar.

Find more information about setting up your competition here: https://thecompetitionplatform.co.uk/how-to Additionally, feel free to get in touch with our friendly team via phone at 0114 3990 828 or via email at content@dmri.co.uk. We look forward to helping your get your winning competition set up and start hooking new potential clients soon!