How to get results from a sweepstakes campaign
30,303+ entries
Tactics
- 1 sweepstakes landing page, plus content for existing high‑visibility pages
- 2 web pages to collect and confirm entries
- 7 versioned emails
- 5 platforms for paid media
- 1 sales education piece
- 2 pieces of customer collateral
- 8 digital banners for NFL.com
Results
- 200K+ unique visitors to landing page
- 30,303+ entries — up 50% from previous NFL sweepstakes
- 13% increase in incremental shipping volume
- 7% increase in incremental revenue
- 44% email open rate, exceeding client’s benchmark
- 27.2M digital impressions
Situation
FedEx planned to launch their 2024 NFL Super Bowl LVIII Sweepstakes. They had two main goals: To increase registrations compared to their 2020 NFL sweepstakes. And to grow incremental revenue and volume during the peak shipping season. To succeed, they had to connect with small and medium businesses. And they needed to drive them to the sweepstakes landing and registration pages. This required digital and social channels, paid media, sales materials, and customer collateral. The timeline was aggressive — roughly eight weeks. And collaboration among numerous stakeholders, internal teams, agencies, and the NFL was crucial.
Counterpart provided:
- Message strategy
- Concepting
- Creative direction
- Writing
- Design
- Quality assurance
- Project management
Message strategy for a sweepstakes campaign
How can you see similar success? With techniques like these:
Need help creating a sweepstakes campaign? Want to encourage your audience to enter?
Thank you for your perseverance and willingness to learn and grow in a fast-paced, challenging project. I admire your resilience with all the curve balls thrown your way! You are the real MVP!
Dionne N.Marketing
Dionne N.Marketing
