Marketing Operators Podcast - Episode E062: Running a Sweepstake for Your DTC Brand? Here’s Your Checklist to Get It Right

Release Date: June 3, 2025

In Episode E062 of the "Marketing Operators" podcast, hosts Connor Rolain and Cody Plofker delve deep into the intricacies of running a successful sweepstakes for Direct-to-Consumer (DTC) brands. With the rising popularity of sweepstakes among marketers, Connor and Cody provide a comprehensive checklist to ensure brands execute their campaigns effectively, maximizing both engagement and revenue.

1. Introduction to Sweepstakes for DTC Brands

The episode kicks off with Cody sharing insights from his recent endeavors, including a collaboration with McLaren to launch a new set of everyday carry gear inspired by supercars. This high-profile partnership sets the stage for discussing the strategic value of sweepstakes in creating unique brand moments.

Notable Quote:

Connor (00:00): "Today, Cody's out running around in Europe with his family. We wish Cody all the best as he's in Europe with two young kids."

2. Why Run a Sweepstakes?

Connor and Cody explore the fundamental reasons brands initiate sweepstakes. For DTC brands, sweepstakes serve multiple purposes:

• Creating Excitement During Off-Peak Periods: Cody mentions, "We really had nothing going on. We were figuring out ways to make something exciting in August and September" ([15:12]).

• Non-Promotional Incentives: Instead of typical discounts, sweepstakes offer unique value propositions that encourage purchases without direct price reductions.

• Brand Building Opportunities: Sweepstakes can significantly enhance brand visibility and engagement, as seen when Cody recounts partnering with Hennessy to give away high-value trucks, generating substantial discourse and media attention.

Notable Quote:

Cody (15:12): "It's a non-promotional way to drive incentive to purchase and then three is like I do think it's a really cool brand building opportunity."

3. Designing the Sweepstakes Campaign

A critical aspect of a successful sweepstakes is its design, which includes:

• Offering Congruent Prizes: Prizes should align with the brand's ethos. For instance, a health and wellness brand might offer a wellness retreat instead of a cash prize.

  Notable Quote:

  Connor (18:03): "What are you offering the winner? Is it congruent with your brand and what your customer wants?" ([18:03]).

• Branding and Visual Distinction: Creating a unique design language ensures the sweepstakes stands out across multiple channels. Cody emphasizes the importance of "cool fonts, cool colors" to build long-term recognition ([23:06]).

  Notable Quote:

  Cody (23:06): "How do we create a design language so that it is distinctive and recognizable and can be cohesive across many channels?"

4. Gamification and Driving Business Objectives

To maximize the effectiveness of sweepstakes, incorporating gamification elements can significantly influence customer behavior and drive specific business goals.

• Strategic Entry Incentives: Offering multiple entries based on certain actions, such as purchases in specific product categories, can steer customer spending towards desired areas. Cody explains, "We have customers getting two entries for a dollar spent in knives, three entries for aprons, and one entry for cookware" ([30:18]).

• Enhancing Engagement Through Bonuses: Introducing bonus entry periods and mystery crates keeps the campaign dynamic and maintains customer interest over extended periods.

  Notable Quote:

  Cody (30:18): "If you spend a certain amount, you get bonus entries, which keeps the campaign exciting and maintains steady engagement."

5. Legal Considerations

Running a sweepstakes involves navigating complex legal landscapes to ensure compliance with federal and state laws.

• Third-Party Legal Assistance: Hiring legal experts, such as Martin Kane, ensures that sweepstakes rules adhere to all legal requirements, including bonding in strict states like New York and Florida.

  Notable Quote:

  Cody (49:06): "Whenever anybody asks, I refer them to Martin Kane, that's who we've used four years in a row." ([49:06]).

• Clear Rules and Transparency: Ensuring that winners are selected randomly and that the process is transparent is crucial for maintaining credibility and avoiding legal pitfalls.

6. Tracking Entries and Building Funnels

Effective tracking and funnel optimization are essential for measuring the success of sweepstakes and ensuring high-quality lead generation.

• Leveraging Loyalty Platforms: Cody discusses repurposing loyalty program ledgers to track sweepstakes entries, ensuring participants can easily see their entry count and actions taken.

  Notable Quote:

  Cody (52:27): "Loyalty programs already have a ledger... can we just repurpose this ledger to track sweepstakes entries?" ([52:27]).

• Enhancing Customer Experience: Providing participants with real-time updates on their entries and the actions they've taken increases engagement and fosters a sense of participation.

7. Cross-Channel Activation and Funnel Building

Sweepstakes should be integrated seamlessly across all marketing channels to ensure a cohesive and effective campaign.

• Website Integration: Creating a dedicated sweepstakes landing page with clear explanations and multiple touchpoints ensures that visitors can easily understand and participate in the sweepstakes.

• Consistent Messaging: Aligning ads, emails, and website elements with the sweepstakes branding creates a unified experience for participants, enhancing the overall effectiveness of the campaign.

  Notable Quote:

  Connor (66:44): "We have every touch point... a banner at the top of our website that follows you everywhere... landing page experience to opt in." ([66:44]).

8. Future Enhancements and Innovations

Looking ahead, Connor and Cody discuss potential advancements to make sweepstakes even more engaging and profitable.

• Partnership Content: Leveraging influencer collaborations and integrating sweepstakes into high-impact content can amplify reach and participation.

• Enhanced Gamification: Incorporating interactive elements, such as daily or weekly games, can increase habitual engagement and brand loyalty.

  Notable Quote:

  Cody (35:41): "I just think we see that probably 10x over time... Ecom brands will just get more gamified over time." ([35:41]).

Conclusion

By meticulously planning each aspect of the sweepstakes—from offering relevant prizes and ensuring legal compliance to tracking entries and leveraging cross-channel marketing—DTC brands can create successful and engaging campaigns that drive both brand loyalty and revenue. Connor and Cody's in-depth discussion provides a valuable roadmap for marketers looking to harness the power of sweepstakes in their marketing strategy.

Notable Quotes Recap:

• Connor (18:03): "What are you offering the winner? Is it congruent with your brand and what your customer wants?"
• Cody (23:06): "How do we create a design language so that it is distinctive and recognizable and can be cohesive across many channels?"
• Connor (66:44): "We have every touch point... a banner at the top of our website that follows you everywhere... landing page experience to opt in."

For marketers interested in implementing a sweepstakes, this episode serves as an essential guide, blending practical steps with strategic insights to ensure campaigns not only attract participants but also build lasting brand value.