3 Things to Remember When Planning a Successful Promotion

3 Insights from Preparing the <Alarmy 11th Anniversary Event>

Currently, Alarmy is running a massive event for global Ramies over two weeks (6/3 ~ 6/16) to celebrate our 11th birthday. The event, which kicked off this Monday, has been sailing smoother than expected, blowing past our target metrics. In just two days, we recorded over 130,000 participations, with 30% of participants sharing the event with friends, averaging 2.5 shares per person.

This was our first time running an in-app event of this scale. The PO, PD, engineering, marketing, and data teams all grinded for about a month and a half to prepare for it.

Here are just 3 insights I picked up along the way.

01. Clearly define the purpose of the promotion.

This is because the type of promotion you need can change depending on your goal. We had a lot of problems we wanted to solve, but this time we set our sights on "increasing DAU."

• Purpose of the promotion: Increase Alarmy DAU

02. Clearly define the user experience that fits the promotion's goal, and reflect it in the promotion design.

This is the process of mapping out the end-to-end promotion. Going through this step makes the promotion's foundation solid. To boost DAU, we thought three specific user experiences were essential, and we built corresponding mechanics into the promotion.

• Make them experience the core feature (= alarm mission)

• Make them want to participate again the next day (= daily participation limit, tiered rewards based on record brackets)

• Make them want to share it with friends (= extra challenge opportunities, competitive record elements)

We're piling up various insights and retrospective points as the promotion runs. I'll share more insights once the promotion wraps up.

The Alarmy 11th Anniversary event will continue until the end of next week. Please show a lot of interest and participate during the remaining time!