The architecture of an email competition

I recently launched a viral email campaign where I got current users to encourage friends to download a trial version of Play With Pictures via an easy email viral recommendation system.

The campaign has been a good success so far with a 2.6:1 ration meaning that on for every one person in the database, 2.6 new people on average got a Play With Pictures recommendation.

I put the success down to these factors:

• A pre-existing, active community to push the message

• A flawless technical system to help spread the message easily

• Options to automatically add friends email address

• Incentive both sides. Referrer AND friend could each win a prize

• And probably most importantly, give away iPhones!

The competition is running until the end of the week so you can still see the architecture of how it works here: http://www.playwithpictures.com/en/competition.html

And here are some screenshots of the work flow that I briefed to my developer to help him understand how to develop the system. I thought this might help you if you needed to brief a similar competition.

Click on the images to enlarge

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