Cheryl Thornton, an Account Supervisor at Marden-Kane, contributed this week’s post on the ideal Sweepstakes length.
How long should a Sweepstakes run?
We have been asked this question from our clients time and time again. Our response has always been that it depends on a Sponsor’s goal and expectations. If a Sponsor is trying to increase their fan base on Facebook, then a thirty day promotion would suit this goal. If the prize offered is time sensitive, then you certainly want to close the sweepstakes with enough time to ensure a winner for the prize offered.
In our experience, we see a 90 day promotion do just as well as a 30 day. We have also seen a 12 day promotion do quite well, too! But this is an exception to the rule. But basically, the length of a sweepstakes should be at least 30 days and no more than 90 days.
Of course, you are probably saying to yourself that you have seen a 6 month or even year-long sweepstakes. Well, you can always go longer, but in order to prevent the sweepstakes from going stale, we recommend offering monthly prizes, and in some cases, daily prizes, to keep the sweepstakes fresh and the consumers engaged. Otherwise, if you run a year-long promotion, by the time the drawing is conducted and potential winner notified, he or she may not recall entering the sweepstakes from a year prior which may impede the notification process.
In closing, there are many factors to consider when determining the length of a sweepstakes.
Do you want to learn more? Then contact Cheryl at Marden-Kane. She can help you determine exactly how long your sweepstakes should run based on your goals.
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after a sweepstakes has run its course how long are you obligated to keep it up on the website?
Hi Ranelle,
We typically defer to our client as to how long they want to keep a contest or sweepstakes web site up as it can vary. Legally, as long as you have satisfied requirements for filing winners lists in Florida, New York and Rhode Island (if applicable to the sweepstakes you are running) and you had a clear way posted in your official rules for requesting winners list (either online or via mail), then you can take the promotion down as soon as it is over. However, many clients leave the promotion up (with appropriate “promotion entry period over” messaging) for days, weeks or even months to post winners, or even for promoting winner stories or photos. Hope this helps.