User Generated

Content In
India

A c2w Report –Sept 2008

 Contests2Win Today

• c2w is India’s only web 2.0 contesting portal leveraging a platform based
on User Generated Contests.

• Users can create their own contests using any of the c2w contesting
formats.

• Contests can be image or video based.

• In July 2008 – User Created contests on c2w average 200 a day.

• There are currently 17000 contests live on Contests2Win.com – 99% of

them generated by users
 c2w Contesting Engines

Users can choose from among the following Contest Engines

Pick the right answer to multiple Decode jumbled words to get the
choice questions. right answer

Generate Public opinion by finding

Rate images or videos on a scale
out what majority of the users
of 1 to 10
think

Guess the missing letters of the

Guess across and down clues to
alphabet to fill in the blanks
solve
and get the right answer.

Two opponents. One preferred. Contests sponsored by and

Users pick their favourite and win specific to a brand's
points on agreeing with the communication/content
majority
 How are users are encouraged to Create Content?

c2w rewards creators on the site in various ways –

• Creator of the Month - The three most active and creative

creators on c2w are rewarded each month.

• Allotting Prizes and Loyalty Points– The best contests created are
chosen every day and Prizes and Loyalty Points are allotted to
these contests. This ensures that the contest receives a high
number of plays.
 How are users are encouraged to Create Content?

• Creation Campaigns Challenges –

Users are asked to create as many contests as they can on a particular
topic/event/show. The most active, creative and popular creators win
prizes at the end of the campaign.
Example: Adidas/ America’s Next Top Model

• Helping Creators earn Money thru Google Adsense on their Contests

Created – (snapshot)
Active Creators on c2w are allowed to have Google Text Ads displayed
next to the contests they Create via their Adsense Accounts.
Creators earn per click - Users click on these ads while playing contests
 Growth in Contest Creations

07 07 07 08 08 08 08 08 08 08
 Contests2Win Creators Profile
Gender break up %
Male 79
Female 21

Age Band %
5 to 15 5
16 to 18 8
19 to 21 24
22 to 25 26
26 to 30 18
31 to 35 10
35 to 40 4
40 + 5
Total 100

2.5% of all Contests2Win visitors are active creators of content

The Content Consumer vs The Content Creator
Plays Creations
Age Band % plays Age Band % creations
5 to 15 2 5 to 15 5
16 to 18 4 16 to 18 8
19 to 21 16 19 to 21 24
22 to 25 23 22 to 25 26
26 to 30 22 26 to 30 18
31 to 35 13 31 to 35 10
35 to 40 7 35 to 40 4
40 + 13 40 + 5
Total 100

Creation is more youth centric.

50% of creation is seen in the 19 to 25 age band
 Where do creators come from?

Cities % creators

Metros (Mumbai, Delhi, Bangalore, Chennai, 41

Kolkatta)

Second Tier Cities (Poona, Ahmedabad, 10

Chandigarh, Hyderabad)

Smaller Cities (Rest of India) 49

Total 100

Creation is prevalent across the country with a lot of smaller cities

contributing to content generation.
What contests types do users create?
Contest Type % Creations

Quiz 24

Hangman 19

Poll 13

Crossword 9

Face-Off 9

Twister 9

Rate Me 6

Quizzes and Hangmans are easy to create and also receive

maximum plays. Creators opt for these formats due to their high
playability and interactivity.
 What kind of content do users Create?
General (34%) Art & Entertainment(19%) People & Lifestyles (15%)

Bollywood (10%) Sports (9%) Cricket (5%)

Naughty (3%) Gadgets & Gaming (3%) Auto & Vehicles (2%)
 How popular is Cricket & Bollywood content?
• Cricket and Bollywood were introduced as categories in May 2008.

• In less than 3 months, Bollywood is one of the most created categories

• Cricket is also fast climbing towards becoming one of the Most Created
and Most Popular categories on the site.

* Surveyed users stated that they enjoyed creating Bollywood contests the most.

Most Created
Category Category - Rank

Bollywood 4
Cricket 6

In India, Cricket and Bollywood rule the content space. On

c2w 35% of contests created each day belong to these
categories.
 Gender break up (Category)
Most created categories have are created by an almost equal number of men
and women.

% of contests % of contests
Contest Category created by MALE created by FEMALE
users users
General 51 49
Art & Entertainment 50.5 49.5
People and Lifestyles 53 47
Bollywood 52 48
Sports 59 41
Cricket 61 39
Naughty 64 36
Gadgets & Gaming 70 30
Auto & Vehicles 65 35
• 21% of creators are female users. This 21% contributes to almost
40% of contests created.
Do users prefer creating image or video based
contests?

Type % Created

Image 76.8

Video 23.2

Image based contests are popular as images are easy to find and quick to
upload
However, videos are steadily gaining popularity. Videos prove more
interactive, fun to watch and play. With c2w allowing users to add videos
simply by providing a YouTube url, the use of videos in contests is also made
extremely easy.
 The c2w Creators Survey
Through this survey we were able to gauge :

• Usage – How creators navigate the site

• Contest Creation patterns and habits

- Volume of Content Creation
- Contest Type preferences
- Response to incentivized creation

• Reasons for Creating

• Reasons for Sharing

* 10% of c2w creators were surveyed. An equal mix of creators from different
age groups and gender were considered
 How do users navigate a UGC site like c2w?
• Featured List - 30.9 %
Feature Lists on the Homepage showcase contests with prizes and the
most creative, popular and unique contests on the site.

• Listing Pages – 26.8%

All recently created contests are listed here. Via the ‘Play’ page users can
search for contests via category, contest type and time of creation.

• Related Content -15.5%

This list is thrown up contextually with every contest that is being played

• Profile Page Messages - 7.2%

Users surveyed check out contests created by fellow users via messages left
on their profile pages and message boards

• 63.9% consume contests in ALL of the ABOVE ways

With users actively using their profiles to communicate with each other and
share content – c2w takes on the avatar of a Contesting Social Network
How many contests do users create each month?

• 1 to 5 - 47.4% of users say they create between 1 and 5 contests each

month

• 6 to 10 – 21.6% of users say they create between 6 and 10 contests each

month

• 11 to 20 – 9.3% of users say they create between 11 and 20 contests each

month

• 20 + - 21.6% users say they create above 20 contests each month

Of the users, By the users and For the users - Creators contributing
content on a regular basis has lead to loyalty, personalization and an
identity among fellow users on c2w.
Contest types – how easy is it to create?

Contest Type Ease %

Quiz 78.4
Hangman 53.6
Poll 48.5
Crossword 41.2
Rate Me 36.1
Twister 36.1
Face Off 29.9
* User were allowed to choose more than one contest type hence total ≠ 100

The contest types that users find easiest to create are also the
highest created contest types. Easier the creation process, higher
the number of creations.
 How do users respond to Creation Campaigns?
• Creation Campaigns are theme based and live for a limited period of time
• Users create contests based on the theme and are rewarded based on
creativity and popularity of the contests they create

Do you Create for Creation % Users

Campaigns?
Yes 47.4

No 17.5

Depends on the Theme 28.9

Not aware of c2w creation 6.2

campaigns

Incentivizing and ‘pushing’ creation results in higher user participation.

This leads to higher interaction with events, brands and products due to
research put into creating contests.
 How do users share contests?
Method of Sharing % Users

Copy Pasting Contest URL and mailing 52.1

friends
Posting Contest Links on SNSs (Orkut, 34.4
Facebook)
Embedding on Personal Blogs 31.3
Using c2w’s ‘Share’ Feature 29.2
Do not actively share contests 29.2
* Users were allowed to select multiple options hence the total ≠ 100

With approximately 70% of creators sharing contests, the content

travels to external users and portals, thus increasing consumption.
Users are inclined to share contests to gain appreciation and
showcase their creativity.
 Why do Users Create?

Why Create % Users

Fun, Knowledge, Entertainment 74

Platform to Showcase Talent 56.3

Platform to Earn via Adsense 53.1

Prizes 50

All of the Above 15.6

* Users were allowed to select multiple options hence the total ≠ 100

Contests created by consumers provide a unique platform which brands

can use to their advantage - Users actively participate and interact with
the brand rather than passively view communication
 Final Word
• With 90% of content on c2w being contributed by users, creation is gaining momentum
among users

• Creation is youth centric with 50% of creation seen in the 19 to 25 age band

• Creation is prevalent across the country with a lot of smaller cities contributing to content
generation.

• In India, Cricket and Bollywood dominate the content space.

• Women are active creators of content - Female creators (21% of the total visitors to the
site) create 40% of all content on c2w.

• Image based contests are easy to create and hence popular. Video based contests, due to
their high level of interactivity, are quickly gaining popularity too.

• Creators actively communicate with fellow creators and share content with friends –
therefore viewing creation as a platform to ‘show off’ their creativity.

• Users create for entertainment & knowledge, to win prizes and to earn revenue

• Allowing users to create for a brand leads to increased loyalty and interaction with brands
and products.
 Participate & Connect

Talking To The Consumer rather than Talking At The Consumer –

The future of marketing is about acting the part of how you want to be
perceived.

UGC platforms like Contests2win are ideal social media platforms where
you can distribute branded content AND allow consumers to interact with
your brand.

Use social media and User Generated Content to create a dialogue with
consumers. Entertainment sites are where consumers spend most time
and where the greatest opportunities for engagement exist.
About Contests2Win
www.contests2win.com (c2w) is one of the oldest and most well known online brands in
India. Founded by Alok Kejriwal in 1998, c2w is destination where users can “hang out”
and have fun entertaining themselves playing from thousands of contests and winning
from hundreds of prizes.

c2w is a site driven by user generated content where users can create image and video
based contests across popular formats. c2w has created over 2000 interactive solutions
for most of the Fortune 500 brands, enabling voluntary, highly involved, one-on-one
brand-consumer interactions.

Any Questions & Comments, Please Contact –

Pallavi Jaishankar – Business Analyst
pallavi@c2w.com

Ekalavya Bhattacharya – Brand Manager

ekalavya@c2w.com

Raj Menon – COO

raj@c2w.com