The “M-150 Debt Relief Every Hour” campaign recently concluded with overwhelming responses from consumers. What stood out about this campaign wasn’t just the prizes or the number of participants, but the format of “announcing winners every hour,” which kept the engagement going throughout the day.
What M-150 has done here serves as an interesting example of utilizing behavioral marketing and a pulsed communication strategy effectively.
1. Motivating through Micro Wins and Short-Term Rewards
Seeing “real winners” every hour made consumers feel that the opportunity was within reach. Psychologically, this behavior stems from responding to Micro Wins (small successes) that happen continuously and Short-Term Rewards, which keep the brain engaged with the activity. When the results seem closer, people are more willing to participate.
2. Building Trust with Real-Time Social Proof
The announcement of winners every hour serves as “social proof,” validating the campaign’s credibility. This aligns with the concept of Social Proof in Behavioral Economics, which helps reduce hesitation and boosts emotional influence without relying solely on material incentives. The more people share or talk about the campaign, the more effective the drive becomes.
3. Encouraging Repeat Engagement and Creating a Repeat Loop Behavior
The hourly prize announcement helps establish habitual engagement without relying on notifications. Many consumers repeatedly return to follow the campaign with the anticipation of the next round of winners. In some cases, waiting for the “next round” becomes an ongoing behavior, naturally keeping the brand in the consumer’s mind.
4. Enhancing Brand Salience and Brand Recall in Short, Frequent Intervals
Every time a prize is announced, it serves as an opportunity for the brand to “appear” in front of consumers without being disruptive. Repeated appearances at the right moments create what is known as Brand Salience, or the prominence of the brand in a specific context. When recognized in a positive situation repeatedly (such as a debt relief), this reinforces Brand Recall, making it stronger and more lasting.
5. Systematically Triggering FOMO
This campaign excels in leveraging FOMO (Fear of Missing Out) because it systematically uses hourly prizes to keep participants engaged, with the key message being “The more you engage, the better your chance to win.” This concept is reinforced by constant reminders of “missing out” and creates an urgency to act.
Not just a shortcut, but a full approach based on behavioral science:
The campaign uses a key strategy called “Variable Reward” (Variable Reward), where people can earn rewards after engaging in an action or behavior. This encourages consistent participation in the system, where users feel they are constantly receiving rewards that motivate them.
The M-150 campaign works in this way: we create a system where users can continuously earn rewards. Every hour, a new reward is available → Every time there’s an available reward, we feel motivated → We feel like we are receiving something every hour and it gives us a sense of accomplishment.
The campaign runs every hour for 150 minutes. If users are successful during this “moment,” they earn a reward! This system also helps us understand when users may want to engage, giving us better data on user behavior.
The system after the campaign rewards is the system that must be received:
The campaign design is based on a system that needs to be ready to adapt to changes. The system must be built with ready-to-use functions to accommodate campaigns such as offering prizes and handling customer data efficiently. This would need to account for peak and “Off peak” times.
PRIMO Loyalty CRM System
PRIMO Loyalty CRM is a system designed to manage member data and ensure that it integrates with campaigns effectively, updating customer data in real-time.
PRIMO's strengths include:
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Supporting users with seamless integration across campaigns
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Adapting to a variety of reward system conditions
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Managing customer data, offering multiple rewards under a unified system
The “Debt-Free Every Hour” campaign by M-150 didn’t create a buzz just because it gave away a lot of prizes. It was because of the campaign’s storytelling approach that made people feel involved every hour.
None of this would have been possible without a well-prepared backend system.
| PRIMO is one of the key systems behind making this campaign not just an idea but something that could be “truly executed” from start to finish. |