COMBINING REWARDS ACTIVITIES WITH TOUGH TASKS THAT PROVIDE LONG-TERM BENEFITS
Description
"Temptation bundling is the idea of connecting together two activities -
- one having long-term benefits but you procrastinate,
- second one you love to do but isn’t necessarily productive"
Application
Reward-Based Email Campaigns
Brands can use temptation bundling in their email marketing by pairing the necessary action of opening and reading an email with the enjoyable reward of receiving an exclusive discount or access to premium content. For example, an email could be sent to customers encouraging them to review a product they've purchased with the incentive of entering a draw for a significant prize or receiving a coupon for their next purchase. This not only encourages engagement with the email but also incentivizes a behavior that benefits both the consumer and the brand.
Engagement-Driven Social Media Challenges
Companies can create social media challenges or campaigns that require participants to engage with their content or products (a task they need to do) and pair it with the chance to win prizes or gain recognition (an enjoyable outcome). For instance, a brand might ask followers to post a photo of themselves using the product in a creative way, with the best submissions receiving free merchandise. This method bundles the temptation of winning or gaining social recognition with the promotion of the brand, leveraging the enjoyable aspects of social media interaction to fulfill marketing objectives.
Example
