Say what you want about coupon users, but one thing stands apparent: that's the way to consumers' hearts if you're looking to increase the engagement of your marketing campaign on Facebook. According to a study from Wildfire Interactive, that method of baiting customers to respond to your ad beat out every other enticement, including giveaways and sweepstakes (both of which still worked fairly well, suffice to say).
The survey gauged the performance of 10,000 randomly selected ad campaigns on Facebook. As far as the promise of gratification goes that drives any campaign, my speculation is that a coupon is the most accessible and immediate reward. Giveaways and sweepstakes aren't as guaranteed and, as you can see in the graph below, nobody wants to do any work extra work to engage your ad. So yeah, don't make us write essays or compose visual media. Just give us discounts on burritos and new pants we'll need after our waistlines bulge from gorging ourselves on too many burritos.
However, if you're more interested in getting some semi-viral interaction among consumers, offering up quizzes for people to take is a great way to do that. According to the survey's findings, 82% of Facebookers were likely to click on quizzes posted by their friends and actually went on to take the quiz. That's a lotta earned impressions your ad campaign gets as a bonus. Plus, who doesn't love a good quiz? You can find out what kind of latte you are or which Beatle you are or what your odds are of surviving an invasion of mutant zombies. It's happy meal science and doesn't actually reveal any insightful discoveries about your subconscious, but it's fun to pass around and compare with your friends.