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Tribune Interactive Gets Creative with Beautiful Babies Contest

By Michael Olson | Posted on June 29, 2010

Tribune Interactive recently began a contest to uncover the most beautiful baby in the U.S. The Tribune is fostering wide participation by allowing visitors to media websites in local markets (such as The Chicago Tribune, LA Times, Baltimore Sun, and Orlando Sentinel) to register on the site and vote for their favorite babies. The parents of the most chic child, as voted upon by fans across the U.S. until the end of July, will win $5,000.

The company is facilitating fan engagement by leveraging the social network and email accounts of its visitors during the sign up process, in this case through the implementation of Janrain Engage.

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Tribune Interactive’s promotion is another example of how removing barriers to registration can yield sharp improvements in customer engagement. In late 2008, rock band AFI launched a contest to allow users to submit and vote for fan-generated audition videos, with the winner invited to perform on the band’s then upcoming album. The contest drew great interest from the band’s fanbase, and by leveraging Janrain Engage, AFI made it easy for fans to sign up on the site, submit videos and vote for their favorite fan auditions.

Tribune Interactive has encouraged broad participation by removing the registration hassle and enabling visitors to sign up on the site with an existing social network or email account. We will stay tuned to see who America crowns as its most beautiful baby.

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About the author

Michael Olson

Senior Product Marketing Manager

Michael Olson joined Janrain more than five and a half years ago and has experienced the explosive growth of the digital marketing technology landscape. Previously, he managed demand generation programs at Janrain. Currently, as the Senior Product Marketing Manager, Michael drives go-to-market strategy for product launches as well as positioning and messaging to communicate the value of customer profile management solutions to companies. Michael's writing has been featured in publications such as GigaOM, Adotas and iMedia Connection.

View all posts by Michael Olson