Frequently Asked Questions for Brands Running a Sweepstakes
Thinking about running a sweepstakes for your brand? Great idea! Sweepstakes are a fantastic way to boost engagement, build brand awareness, and collect valuable first-party data while generating excitement around your brand. However, organizing a successful sweepstakes requires careful planning, adherence to legal guidelines, and a clear understanding of how the process works. So if you’re new to the sweepstakes game, you might have some questions. But no worries—we’ve got you covered!
Below are answers to some of the most frequently asked questions brands have when launching a sweepstakes.
What is a sweepstakes?
A sweepstakes is a type of consumer promotion where winners are chosen completely at random—no skill required! Unlike contests, in which winners are selected based on skill, merit, or creativity, sweepstakes are all about luck. That means every eligible entry has the same odds of winning, making them an easy and exciting way to engage consumers.
How does a sweepstakes work?
A sweepstakes typically follows a simple process:
Entry Period: The brand sets a specific time frame when consumers can enter.
Entry Method: Participants typically enter by completing an action—filling out a form, engaging on social media, scanning a QR code, etc.
Winner Selection: A random draw determines the lucky winners.
Prize Fulfillment: The brand reaches out to winners and delivers the prizes!
Additionally, legal compliance is an important thing to consider in the process. All sweepstakes must follow federal and state laws, including clear rules, eligibility requirements, and the all-important "no purchase necessary" clause.
What is the difference between a sweepstakes and a giveaway?
The difference between a sweepstakes and a giveaway is that with a sweepstakes, winners are chosen at random (a true game of chance), while the term “giveaway” is a broader term that includes both sweepstakes, instant win games and contests.
So, all sweepstakes are giveaways, but not all giveaways are sweepstakes!
How do you organize a brand sweepstakes?
Running a sweepstakes isn’t as complicated as it might seem, but it does take some planning and consideration. Here’s a quick, step-by-step breakdown. For more information on how to run a successful and compliant sweepstakes, make sure to check out the Consumer Promotions Playbook or reach out to us!
Set Your Goals – Are you looking to grow brand awareness, collect customer data, highlight a major event, or drive sales? Define what success looks like.
Pick the Perfect Prize – Choose a prize that excites your audience and aligns with your brand (products, gift cards, exclusive experiences—you name it!).
Decide on the Entry Method – Will participants enter through a website form, social media, or another method? Try and keep it simple to encourage entry!
Create Official Rules – Lay out the eligibility, entry details, prize info, and how winners will be chosen based on the states involved. Make sure to contact a promotions expert (like Breaktime Media!) for legal services to ensure compliance.
Promote Like Crazy – Spread the word through social media, email marketing, paid ads, influencer partnerships, in-store signage, etc.
Monitor & Optimize – Keep an eye on entries and engagement, making adjustments if needed.
Select Winners & Deliver Prizes – Conduct a fair drawing, notify winners, and fulfill prizes smoothly (yay!).
How long should a sweepstakes run?
The ideal length for a sweepstakes depends on your goals. We typically recommend around 6-8 weeks, which gives enough time for entries to roll in while keeping engagement high.
How are sweepstakes winners chosen?
Since sweepstakes are all about luck, all entrants must have an equal opportunity to win, and are then selected at random.
Once winners are chosen, they’re notified (usually via email or social media), and the prizes are sent out—cue the happy dance!
Ready to Run a Sweepstakes?
A well-planned sweepstakes can create major buzz, keep consumers engaged, and even drive conversions. Whether you want to build brand loyalty, collect valuable consumer data, or just get people excited about your product, Breaktime Media is here to help. Reach out to us and let’s chat about how we can make your next sweepstakes a winner!