VOTING CONTEST CASE STUDY
Online voting to choose the most beautiful town in Castilla-La Mancha
Summary of objectives and results
The contest "The Most Beautiful Town in Castilla-La Mancha" is a CMM (Castilla-La Mancha Media) TV show in which hundreds of towns from all over the region compete. The contest focuses on small towns and aims to show their life and beauty. Participating towns sign up for the contest, get classified, and their residents vote and promote their village's candidacy to get more votes.
The 2023 contest edition registered 70,000 users who cast over 100,000 votes throughout all voting rounds; the contest links were shared over 10,000 times to gain votes and generated more than 900,000 page views. A widespread and viral campaign that has already had 7 editions, maintaining its transparency and reliability thanks to the antifraud system provided by the Easypromos platform. Below are the most important aspects of this online contest.
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Contest organizer
Negroni es una marca histórica del sector alimentario italiano. Su marca principal son las salsichas “Golosino”, y para ella puso en marcha una campaña de verano dirigida al público infantil.
De la acción se encargó Promosfera, agencia de marketing especializada en concursos, sorteos y asignaciones directas de premios a nivel internacional. Creen en el trabajo de equipo y en la necesidad de enfrentar cada reto con profesionalidad.
Castilla-La Mancha Media (CMM) is the public media service of the Castilla-La Mancha autonomous community in Spain. It broadcasts on television, radio, and the Internet, providing information and entertainment services to the region's inhabitants. Its goal is to reach citizens through the devices they use daily.
Isaías Blázquez, director of digital content at Castilla-La Mancha Media, explains in this 2-minute video how the contest works and why they use Easypromos in each edition to organize and manage this competition.Feature
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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How the voting contest originated
The television program "The Most Beautiful Village in Castilla-La Mancha" has now had seven editions, and from the beginning, it has trusted Easypromos as its voting platform. The goal is to revitalize towns far from large cities and public services. The aim is to showcase these towns' cultural, heritage, and social richness, usually off the Internet and media radar.
In the first stage of the contest, all towns in the region can be chosen. Around 30,000 votes (varies by edition) determine three villages from each of the five provinces that move on to the next stage. In the second phase, the television, audiovisual, and digital program begins, with 15 candidates. Weekly, the most voted villages from each province are classified as finalists, and the least voted villages are eliminated. In the final program, the audience chooses among the five finalist villages, and the winner is broadcast on TV on New Year's Eve.
There are two main challenges in this type of contest: fostering broad participation in all populations, whether small or large, and ensuring that the viral spread of votes is reliable and fraud-free. Isaías explains it this way: "The challenges involve ensuring the integrity of the entire process so that no town feels wronged."
Small towns commonly think that their size will work against them in generating votes because they have fewer inhabitants. But Isaías has found quite the opposite: "Those smaller towns organize better and achieve a wider reach in their network of friends and family than the larger towns."
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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One of the key aspects for the voting contest to work is that the entire audience knows how to vote via their mobile phones, as people of all ages participate. Therefore, it is paramount that the voting process is simple and guided.
Additionally, these voters can easily share their favorite village to increase participation and the virality of the contest. For this reason, the contest link is easy to find, and users can directly share the URL for each town to gather votes through social networks or instant messaging.
The success of the voting process depends on how intuitive and easy it is to cast votes and share the candidacies. As Isaías confirms, this is an essential point: "We highly value the simplicity of accessing the tool and the intuitive way for users to vote. The towns have their own link to share among their network of potential voters, by the time the user has this link, they are already on their town's page. Once there, they only need to press the vote button and confirm the vote. It is quite easy for users to submit their votes weekly. Additionally, knowing that these votes will comply with our rules and will not be duplicated is very reassuring."
Each week, the counters are reset, and users can vote again. In this edition, more than 100,000 votes have been cast throughout all the voting stages. As Isaías explains, one of the biggest fears for any brand organizing a voting contest with social participation is the possibility of fraudulent behavior: "We are terrified of actions that are not allowed by laws and regulations and that attempt to tamper the natural and legal process of these activities. We monitor it very closely in each edition. The good news is that we always detect them."
The Easypromos registration and voting fraud control system monitors the entire process and protects the contest from fraudulent actions.
Communicating the voting platform
CMM used various formats to communicate to viewers where and how to vote. The voting platform is a dedicated microsite accessed via the program's website. Centralizing everything on the domain pueblomasbonito.cmmedia.es greatly facilitated the contest's promotion; the explanatory videos by the presenter and the social media posts always directed traffic to the website. From there, it was easy to find the banners and calls to action to access the voting.
"The Most Beautiful Town" transmedia contest aims for digital and TV participation. The contest has been broadcast on television for seven years in prime time, deploying many resources to give the participating towns significant visibility. Additionally, a social media universe for the program has been created, ensuring that users access it to vote for a specific town and remain as followers for the rest of the contest, edition after edition. The program is also broadcast on the website with different content formats.
All these channels help generate great exposure for the participating towns, which is one of the program's goals. Isaías confirms this: "We manage to create a huge and very active community throughout the region. According to the mayors of the participating villages, they notice an increase in tourism and interest in their localities right afterward. This program has a touristic core; we try to revitalize these areas, make people aware of these villages, and encourage them to try their cuisine, visit their churches, surroundings, etc. And we do see an increased interest in these towns immediately after they have been featured on television."
Results of the digital action
The television contest ran from August to December, during which users accessed the website multiple times to vote. These are the voting results for the 2023 edition:
- Over 70.000 registered users who cast their votes.
- 100.600 total votes cast.
- More than 900,000 page views of the voting contest.
The 2024 edition is already underway, and soon, new towns will be taking part in the contest.
Isaías Blázquez
Director of digital content at CMM
Ensuring the security of the contest is fundamental to us, and with Easypromos, we achieve that. Whenever there are cases of attempted fraud, the Easypromos team springs into action to investigate what is happening and to help us make decisions regarding these issues. We are happy with the tool and its countless options to develop different types of contests and initiatives. In this specific case, very happy with the security the tool offers in detecting fraud attempts.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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