Sweeps Trends to Watch

1. THRESHOLD PRIZING

   What it is: Tiered prizing — as more users sign up, the prizes get better. The grand-prize value or quantity could increase; instant-win value or prizes could get better; or discount levels could vary.

   Benefit: Create a community around your brand and campaign using web, social media, mobile. Puts consumers in the driver's seat, so they can influence prizing while creating strong brand advocacy.

   Best Practice: Execute the sweepstakes on social/viral platforms to make sharing easy.

2. ACTIVATE CONSUMERS IN THE RIGHT TIME/RIGHT PLACE

   What it is: Marketers know they need to meet consumers where they “live” online across multiple social channels; they also know it's crucial to incentivize their behaviors like check-ins, and be in-market when consumers are ready to engage.

   Benefit: Drive immediate action or purchase; upsell opportunity; brand affinity and loyalty.

   Example: Geofencing allows retailers to send text offers or a chance to win to opted-in consumers located near a pre-defined radius of a store location. Check-ins could be rewarded with the chance to win credit at a casual dining restaurant or a retail store.

   Best Practices: Instill a sense of urgency during off-peak hours/days. Create a promotion to drive those initial opt-ins.

3. REWARD SOCIAL BEHAVIORS

   What it is: Consumers are already sharing, tweeting and watching videos across multiple social channels — give them extra reasons to engage by tying those behaviors to a chance to win.

   Benefit: Drive brand awareness, affinity and preference.

   Example: Sabre is creating brand ambassadors by awarding sweepstakes points for activities such as tweeting, watching videos, answering questions, uploading recipes, etc.

   Best Practices: Keep actions simple and genuine in the social space, while providing value.

4. GAMIFICATION

   What it is: Adding gaming techniques like leader boards to traditional sweepstakes.

   Benefit: Getting consumers invested in a brand by making it fun.

   Best Practices: Balance the game (or chance to win) with valuable content.

— Source: ePrize