Whether you’re running your first sweepstakes or are simply looking to refine your strategy, there are several proven tactics you can implement to get the most out of your promotions:
Read on for a closer look at our seven top tips on how to run a sweepstakes. But first, let's take a look at what a sweepstakes is and how you create one.
Sweepstakes are consumer promotions that let participants earn prizes for performing simple actions, like completing forms, submitting receipts, or posting images on social media.
While a traditional contest judges participants based on skill or merit, luck determines the winner in a sweepstakes. Every entrant has an equal chance to win, and it’s this simplicity that makes them a firm favorite among both consumers and the brands that run them.
However, just because they're easy to understand, doesn't mean they're easy to manage. With so many moving parts, top brands rely on dedicated sweepstakes administration platforms to make the process as easy as possible.
Verified Market Reports research predicts that the global contest software market will be worth $2.5b by 2033.
There are six stages to running a sweepstakes. These cover everything from build and activation to legal and compliance.
Want to know how to create a successful sweepstakes? As this diagram shows, it starts with establishing your program rules and ensuring it complies with relevant regulations. Once that’s in place, you can focus on the more practical (and fun) aspects – like design, activation, and prizes.
Running a successful sweepstakes requires a strong legal foundation. Double-check every aspect of your promotion to ensure it adheres to relevant local, state, and national laws. This helps you minimize legal risks and avoid potential penalties for non-compliance.
The rules and regulations that govern sweepstakes differ from region to region. For example, in the U.S., your promotion must provide participants with an alternative method of entry (AMOE).
Other sweepstakes laws to consider include:
Additionally, you may encounter platform-specific requirements if you decide to run your sweepstakes on social media. At the very least, you’ll need to include some form of acknowledgment that the platform owner doesn’t endorse, promote, or administer the promotion.
Snipp Tip
Use our sweepstakes legal checklist to make sure you don’t run afoul of any rules or regulations when developing your sweepstakes. Need more hands-on support? Our expert team's here to help you navigate any legal and compliance challenges you may face.
Define your sweepstakes’ objectives to ensure they align with your brand values and wider strategic goals. Do you want to:
Once everyone’s on the same page, you can build the supporting infrastructure. This includes rules, entry requirements, and the hosting site. You’ll also need to identify the tools and define the processes that let you monitor, manage, and refine your promotion as it unfolds.
If you're new to sweepstakes or need help coordinating your efforts, we recommend implementing a sweepstakes administration platform.
Today’s platform-agnostic consumers like to engage and participate in different ways. An omnichannel activation strategy allows them to enter your sweepstakes using their preferred channels – whether that's online or in-store
Consider your audience, budget, and goals to run to determine which channels are right for you. In general, we recommend:
With the foundations laid, it’s time to choose your rewards.
Choosing the right reward is critical. Focus on what resonates most with your audience, not the price tag. Remember, value is relative. A $200 McDonald’s gift card won’t appeal as much to customers of an outdoor clothing brand as much as a $50 pair of hiking boots.
Alongside the rewards themselves, it’s important to solidify your reward procurement and fulfillment processes. Each one plays a vital role in the running and execution of a sweepstakes promotion.
Getting these two processes right fosters trust among your customers and incentivizes them to participate in future promotions.
The best sweepstakes management platforms make it easier to coordinate your efforts, integrating with customer reward platforms so you can personalize your promotions for different customer segments.
Amplification refers to the marketing channels and tactics you use to increase the reach of your promotion, boost engagement, and maximize its impact.
As with sweepstakes activation, you’ll achieve the best results by embracing an omnichannel strategy.
Look beyond social media to other traditional and non-traditional approaches, such as:
The real value of any promotion is the data you collect along the way. As people engage with your promotion, you’ll unearth a goldmine of powerful consumer insights. These help you build your CRM database, so you can:
68% of U.S. companies ran at least one sweepstakes per quarter in 2024.
No matter how amazing the prize, people won’t participate in your sweepstakes if you make them jump through multiple hoops to get it. Make entry quick and easy across all your activation channels. For example, allow customers to enter by:
Fear of missing out (FOMO) is a powerful motivator. Put a time limit on your sweepstakes to create a sense of urgency and excitement, so your promotion doesn’t outlast customer interest.
For the best results, offer daily rewards or use compelling messages like “Last chance to enter!” on your promotion page to attract more impulse entries.
Maximize participation and engagement by harnessing gamification.
Gamification uses traditional game mechanics to inject a dose of fun and friendly competition into your promotions. It rewards participants for completing specific actions, providing the sense of accomplishment we all crave.
For example, invite customers to participate in a simple spin-the-wheel game for a chance to earn rewards. This could be anything from 100 loyalty points to a $5 in-store voucher.
A great sweepstakes needs a great prize. This means different things to different people. Some demographics value VIP concert tickets higher than a luxury beach break or a state-of-the-art TV.
80% of consumers prefer brands that offer personalized experiences and will spend 50% more as a result. The key is to choose a reward that’s relevant to your audience and aligns with your brand message. Don’t be afraid to look beyond the price tag.
Snipp Tip
Increase participation and whet your customers' appetites by offering multiple small or daily rewards and one big, grand prize.
What’s better than winning one prize? Winning two!
Layer your sweepstakes with an instant win or gift-with-purchase promotion to give participants additional opportunities to earn rewards. This is a great way to increase the value of your sweepstakes which, in turn, helps to drive awareness and excitement.
The average American spends over two hours a day browsing social media.
Make that work for you by rewarding participants who share your sweepstakes on social media with additional entries. It requires no effort from you and is one of the most effective ways to make your promotion go viral.
You’ll collect plenty of customer data in the first few days of your promotion. Use these results to identify early behaviors and trends. This will help you adapt, refine, and scale your sweepstakes to meet customer and sponsor needs.
A good sweepstakes campaign captures your customers’ imaginations offering the thrill of a big win for relatively little effort and no risk. In return, you’ll be able to foster authentic, emotional connections with your customers that drive engagement, sales, and brand loyalty.
Need help getting started? Explore these sweepstakes examples or check out our sweepstakes administration solutions.
What is a sweepstakes agency?
A sweepstakes agency helps you plan, execute, and manage your campaigns. Their services ensure every promotion complies with relevant regulations, resonates with customers, and helps you achieve your marketing objectives.
What does a sweepstakes administration solution do?
Sweepstakes administration solutions are integrated platforms that give brands end-to-end control over promotional campaigns. They combine operational tools, compliance frameworks, and automation features into a single system – streamlining everything from participant entry to prize fulfillment.
What extra rules should I include if my promotion is in a regulated category?
Regulated categories – like alcohol, tobacco, or OTC pharma – require extra safeguards, such as age verification. You may also have to adhere to industry-specific advertising and labelling rules, including mandated safety disclaimers for pharmaceutical products.
How do I run a low-budget sweepstakes that drives participation and satisfies retailers?
There are several things you can do to run a successful sweepstakes on a budget. This includes:
What first-party data should I capture from my sweepstakes to feed my CRM or loyalty platform?
As a minimum, we recommend email addresses, basic demographic information, and brand preferences so you can follow up with participants. If possible, capture behavioral data, like purchase history or frequency, to help personalize future offers.