Running an online contest can be a breeze, especially when compared to its direct mail cousin. Not only are they quicker and easier for consumers to complete, they have the ability to go viral resulting in a far greater breadth of data collection and are an excellent customer acquisition tool.

But boring contests, with boring prizes aren’t going to cut the mustard. They won’t inspire people to enter. They aren’t going to be passed on to others. They won’t create a buzz online.

So, how do you make your online contest click with consumers?

1. Don’t skimp on prizes. It sounds rather obvious, but the more a consumer stands to win, the more likely they are to put effort into entering a contest. Not only that, they will be willing to exchange more personal data for their dream prize. It seems anyone can win an iPod or a laptop from just about anywhere these days, so differentiate your prizes to stand out from the crowd. For example, Elance’s recent contest offers to pay the winning freelancer a year of healthcare insurance to the value of $10,000. 

2. Promise fame, or a crack at it. Bear in mind that some consumers put a high value on personal publicity and to have their winning video, photograph or talent broadcast either online or offline can be every bit as enticing as many thousands of dollars or a flash laptop. Ourstage.com runs contests with prizes such as the chance to play a set on tour with other artists or studio time with a recognized producer.
   
3. Include celebrity. Depending on your target audience, a celebrity can push an online contest in to the spotlight. Whether the celebrity is related to the prize (‘win a day with’) or is judging the contest, the association can drive online buzz.

4. Build online buzz. Even a great contest with an amazing prize won’t travel far unless consumers get to hear about it. Use social networking sites, micro-blogging platforms, forums and even blogs to get the word out. Include “send-to-a-friend” or “share” links within the contest framework to make it easy for entrants to pass the contest on to others.

1. Keep entry quick and easy. While the temptation is to get as much data back from the contest entrant as possible, endless profile questions can turn consumers off, as do tasks or questions that are too hard or time consuming to complete. Ensure that the ability to enter is as accessible to your target audience as possible, and keep data collection questions to a minimum. This is particularly relevant for contests targeted at mobile Internet users.

And finally, one aspect of online contests that should not be overlooked, but often is - the announcement of the winner. This in itself is a valuable marketing activity that drives awareness long after a contest has closed, particularly when a great prize or a well-known celebrity is involved.