Sweepstakes
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Transcript of Sweepstakes
Sweepstakes Program Guidelines
(2013)
Overview
2
Sweepstakes vs. Contests
Services Offered
• DIY
• Basic
• Flyaway
• Super Flyaway
• Misc. Sweeps
• Templates in the Works
Program Types & Processes
Social Sweeps – General “Rules” to Follow
• Average Costs
• Resources
• Sample W-9 Form
• Questions
Appendix
Sweepstakes
• Giveaways with no skill required
• Winners drawn at random
• State laws may vary (i.e. NY and Florida must bond prizes > $5k)
• Example: VIP trip flyaway, giftcard/cash giveaways
Contests
• Giveaways with some element of skill required
• Winners drawn at random or can be judged based upon detailed criteria
• Examples: Answer trivia question, write song lyrics, perform air guitar, etc.
3
Sweepstakes vs. Contests
Services Offered
4
Campaign Services
• Website creative, development and hosting
• Sweeps entry form creation (online or mobile)
• Data collection form opt-ins – automatic feed to ExactTarget mailing lists
Legal & Fulfillment Services
• Rules development
• Legal review
• Collect and process mail-in entries, winner’s list and rules requests
• Winner selection, notification, waivers and fulfillment
• Provide sweepstakes entry summary and documentation
• File required tax forms (prizes over $600) and retain entries for one year (in accordance to sweepstakes law)
Program Types - DIY
5
Qualifications: Prizes must have an total ARV* < $5k
Individual prizes must have an ARV* < $600
Not involve flyaway (direct shipment of prizes(s) to winner only)
Fees:
$0 Does not include cost of prizes
Additional fees will apply for additional prize fulfillment (i.e. 1st, 2nd
place)
Required lead time:
Up to you unless UMGD Sweeps admin team
help needed (then 6 weeks lead time will be required)
*ARV = approx. retail value
DIY Sweeps - Process
6
Step 1
Go to UMGD Shared Docs site
(see slide 8)
Download rules template and
replace all text in RED with
appropriate sweeps details
Step 2
Either host rules on your end or send request to
Eric/Jeff to host on your behalf Process time: 3-5 days
Either create “thank you” submission page
and “sorry, you are not eligible” page or request Eric/Jeff to
create for you Process time: 3-5 days
Step 3
Post “sweeps closed page” when
sweeps ends
Step 4
Prize fulfillment
Follow directions in “Rules of Engagement” doc on UMGD Doc Archived site
THEN
Notify winner and use pre-written copy from “Sweepstakes Winners Email” doc on UMGD Doc Archived site
Year End
All sweepstakes winner’s with prizing exceeding
$600 to receive a 1099 via UMGD Must obtain a signed W9 prior to prize shipment. Must verify legitimacy of EIN
number via your label’s finance dept. 1099 requests must be sent to finance by
end of first week of January of year following prize issuance. All 1099’s have to
be sent by finance to winner’s by 1/30/XX
Requestor’s responsibility Completed by either requestor or Sweeps admin
Program Types – Basic
7
Qualifications: Prizes must have a total ARV* < $5k
Not involve flyaway (direct shipment of prizes(s) to winner)
Fees:
$4k Does not include cost of
prizes
Additional fees will apply for additional prize
fulfillment (i.e. 1st, 2nd place)
Required Lead Time:
6 weeks min. notice to
launch date
Additional Requirements:
Provide planned method of payment (Fastrac, interdepartmental account fund
transfer, etc.) for admin fees and prize fulfillment/prizing
Prizing must be received by admin 1 week prior to sweeps launch date
If UMGD to secure prizing – provide the proposed advertising trade value of the
promotion to the artist
*ARV = approx. retail value
Program Types – Flyaway
8
Qualifications: Prizes must have an total ARV* < $5k
Includes air transportation (possible transportation) and hotel for a future date within the US
Fees: $6k
Does not include cost of prizes
Additional fees will apply for additional prize fulfillment (i.e.
1st, 2nd place)
Required Lead Time:
6 weeks min. notice to
launch date
Additional Requirements:
Provide planned method of payment (Fastrac, interdepartmental account
fund transfer, etc.) for admin fees and prize fulfillment/prizing
Provide onsite contact name, phone #, and email address for prize / event
involving artist concert tickets, meet n greets, or any other winner activity
PRIOR TO launch or sweeps won’t launch
*ARV = approx. retail value
Program Types – Super Flyaway
9
Qualifications: Sweeps ARV* $5k - $25k
Requires UMGD senior staff approval
Includes a trip outside of the US and ONLY IF pre-approved by Sweeps admin team
(entrants only coming from the U.S.)
Est. Fees: $9k
$8k + $1k to bond/register in states
requiring
Does not include cost of prizes
Additional fees will apply for additional
prize fulfillment (i.e. 1st, 2nd place)
Required Lead Time:
8 weeks min. notice to
launch date *Can work with UMGD &
Ventura to co-manage/fulfill for some cost/time savings
Additional Requirements:
Provide planned method of payment (Fastrac, interdepartmental account fund
transfer, etc.) for admin fees and prize fulfillment/prizing
Provide onsite contact name, phone #, and email address for prize / event involving
artist concert tickets, meet n greets, or any other winner activity PRIOR TO site design and rules finalization or sweeps will not
be built or launched
*ARV = approx. retail value
Non-DIY Sweeps - Process
10
Step 1
Requestor emails Sweeps admin to
see if we can accommodate
based on schedule
If we can accommodate:
Dates and prize details sent to
Eric/ Jeff/Stephanie for
rules creation
Lead time: 6 weeks
Requestor provides all artist artwork and copy due to Eric/Jeff
Lead time: 6 weeks
Step 2
Proposed site mock up and rules sent to Requestor
for review and approval
Requestor reviews and provides 1
collective email of all
updates/changes needed
Requester provides method of payment for sweeps admin
and prizing
Step 3
Admin posts “sweeps closed
page” when sweeps ends
Admin selects/notifies
winner(s)
Step 4
Prize(s) fulfilled
Sweeps wrap deck provided by
admin to requestor
Process time: 5 days
Year End All sweepstakes winner’s with prizing exceeding
$600 to receive a 1099 via UMGD
11
Templates In the Works
Golden Ticket
Enter with Purchase
Instant Win
Please contact Stephanie Timberlake, Director of PM @
952-525-4601 prior to committing to a sweepstakes that
involves:
12
Misc. Sweepstakes
Spirits or Beer
Targeting or inclusion of children under the age of 13
State specific bonding and registration
State specific advertising restrictions
Overall print, POS, TV and radio advertising
Social Sweeps – General “Rules” to Follow
13
Don’t use Facebook’s features (likes, comments, shares, or photo voting) as a form of entry
Don’t contact winners inside Facebook
Discourage posting the same Tweet repeatedly Ok to contact winners inside Twitter via DM Rules must be included in tweets announcing promotion
Don’t make people pin or repin the sweepstakes rules Don’t ask users to vote with pins, repins, boards or likes
Rules must be included in post announcing promotion
Select a unique hashtag to track entries You can contact winners inside Instagram Rules must be included in post announcing promotion
APPENDIX
14
15
Based upon previous experience:
• Average flyaway for two within the U.S., two night hotel
• No transportation: $2,000 cost of prize + $6,000 for sweeps = $8,000 total
• With transportation: $3,500 cost of prize + $6,000 for sweeps = $9,500 total
• Average “Super” flyaway for two to another country
• $6,000 cost of prize + $8,000 for sweeps + $1,000 to bond and register = $15,000 total
Average Sweeps Costs
Additional Resources
16
UMGD Doc Archive: www.gotdownloads.com/docs
- username: umgd_d2c
- password: Market!ng
Sweepstakes rules templates
• DIY Sweepstakes Rules template
• Facebook Sweepstakes Rules template
• Twitter Sweepstakes Rules template
• Sweepstakes Winner Contact Email template
• Sweepstakes Winner Affidavit of Eligibility and Publicity Waiver
• Sweepstakes Winner W9
• Templates in the works – “Golden Ticket,” “Entry with Purchase” and “Instant Win” rules templates
Code templates for ExactTarget landing pages
• Sweepstakes Forms
• Thanks You and Sorry/Closed pages
17
Sample W-9 Form
Questions?
18
UMGD CRM - Design/
Hosting and Data
Collection Questions
Moujan Armandpour
Eric Roe
Jeff Wood
Bridget Ferris (social)
Corporate Partnership or General
Sweepstakes and / or Legal
Questions
Stephanie Timberlake