Best Practices for running Sweepstakes and Contest Promotions including an overview of the services offered by the American Sweepstakes and Promotions Company.

1. Capabilities Overview

2. Creating Winning Solutions for
Sweepstakes, Contests and Games
American Sweepstakes is a promotional
marketing company servicing brands,
organizations and agencies. We specialize in:
- Sweepstakes
- Contest
- Social Sweeps
- Mobil
Over 30 years Promotional Marketing Experience

3. About Us
• Gene Cairo - Founder and CEO overseeing
much of the operations and keeping abreast
on what’s happening in promotional law.
• Donna DeClemente – Consults and directs
most of the company’s digital and social
media marketing promotions.
• Matt Cairo – An integral part of the team who
successfully handles the day-to-day
management of administration for some of
our largest clients.

4. We make implementing
promotions simple and easy
• Dedicated to providing superior customer
service
• Flexibility in our processes to meet various
client needs
• First-rate creativity and of course
• Attention to detail and follow-through

5. Sweepstakes/Contest
Administration Services Package
• Legal advice and counsel
• Writing of Official Rules
• Procuring of surety bonds and state
registrations/filings
• Providing PO boxes/”Mail-to” addresses
• Winner selection/confirmation
• Procuring Affidavits of Eligibility and
Publicity/Liability Releases
• Winner’s Lists
• 1099 forms

6. Official Rules Development
• Render general advice and assistance during
the conceptual development phase of the
Promotion
• Review all advertising and/or copy you wish to
submit for its maximum effectiveness and/or
technical accuracy, relative to the conduct and
support of the Promotion.
• Submit to you our draft of Official Rules and
abbreviated rules that will govern the offer.

7. Bonding & Registration
• Advise to the filing of Sweepstakes in compliance
with the state laws
• Provide assistance in obtaining a surety bond if
applicable, to cover prize redemption
• Generally applies to consumer promotions only
when prize value exceeds $5000
– New York and Florida
– Rhode Island registration only for retail sweepstakes
that exceed $500
– Quebec requires bonding and registration for
sweepstakes plus all communications to be produced
in both English and French-Canadian.

8. Winner Notification
& Verification
• Draw winner(s) from all those that entered the
sweepstakes: daily, weekly, monthly and at the
end of the promotion.
• Verify eligibility of winner(s) to assure their
compliance with Official Rules via an “Affidavit of
Eligibility and Liability/Publicity Release”.
• Provide a “Trip Companion Liability Release”
form” when applicable
• Submit to sponsor the prize winner(s) info &
provide address for requests for Winners List and
fulfill as needed.

9. Indemnification
• Indemnify your company, and the respective
officers and employees of your company
harmless from any and all loss, cost, or
expense of any suit or claim arising out of our
performance in handling the specific
portion(s) of the Promotion for which we are
responsible for.
• Carry $1,000,000 of Errors & Omissions
insurance in support of this indemnification.

10. 1099 Forms & PO Boxes
• Submit IRS 1099 forms for all prizes fulfilled in
excess of $600.
• Providing PO boxes/”Mail-to” addresses. This
may be needed if an AMOE (alternate means
of entry) is included in the rules.

11. Facebook Promotional
Guidelines Compliance
American Sweepstakes is fully aware and up-to-
date on all Facebook rules and regulations for
running sweepstakes and promotions on their
platform.
We will guide you in the development of the
application and include the necessary
terminology in the Official Rules in order to
meet their criteria.

12. Prize Selection, Procurement
and Fulfillment
Prizes are a key factor in the success of a promotion
– Relevance to brand and promotion theme
– The right incentive for your audience and customers
– Offering more than one prize important if encouraging
participants to share and invite their friends
• We work with manufacturer reps of major brands
such as Sony, Apple and H-P.
• Partnerships with Delta Vacations and other
travel related companies to put together the
perfect “Dream Vacation” prize.
• Purchased gift cards from online sites such as
StubHub.com and Amazon.com.

13. Contingency/Prize Insurance
• Cash is the number one prize that people seek
• Offer $50K, $100K, $1MM at a fraction of the cost
• Works great with consumers, dealers & reps
– Help break through the clutter
– Great way to gain additional PR and awareness
• ASC offers promotional planning expertise along
with the best financial underwriting contacts, to
offer “contingency or prize insurance”.
• They take the risk, insure the sweepstakes,…and
sponsor gets the benefit of a big prize.

14. Sweepstakes Benefits
• Build a database and gather customer info cost effectively
• Drive traffic to website, Facebook or a physical location
• Social media integration makes it easy for others to spread
the buzz for you
• Fixed budget - Prizes determined up front and sponsors
don’t have to worry about going over budget
• Reinforce and build a brand through themed sweepstakes
• Leverage sponsorships and partnerships – include prizes
such as sporting event tickets and experiential trips the
average consumer would not be able to buy on their own

15. Contests are the
Heart of Social Promotions
• Great to create buzz, awareness & engagement
• Participants like to share their entries with friends
especially with a voting phase.
• Contests are not games of chance such as
sweepstakes, based on skill or uniqueness:
1. Intellectual – photo, video, essay, recipe, design
2. Personal – most beautiful smile, cutest pet, closest
resemblance to a celebrity
3. Physical – kicking a 50 yard field goal, tossing bean
bags, hole-in-one, etc.

16. Top Tips for User-Generated
Content Promotions
• All content should be judged and evaluated based
on a specified judging criteria
• Don’t expect a huge turn-out from a contest
• If you want quantity, make it a sweepstakes or
keep it real simple
• If you want quality, make it more specific to you.
• Use once you’ve established a following
• Human nature is to wait to last minute…the
longer your submission period, the longer people
put off entering
• Be prepared to provide some technical help for
uploading videos.

17. Top Tips for User-Generated
Content Promotions
• Getting video and photo submissions are
worth the extra work when done correctly.
• If you ask people to write an essay about your
product expect a low entry.
• Don’t ask your entrants to get too outlandish.
Keep it simple and real.
• Don’t encourage any content that people may
not want to publicly share. Is what you’re
asking too private and/or embarrassing?

18. Top Tips for User-Generated
Content Promotions
• Make sure you have specific submission
guidelines in your rules – what you will and
won’t accept.
• Clearly communicate that the entrant must
have the rights to use any of the submitted
content and does not infringe on copyrights.
• Don’t encourage people to submit a video that
will require music without providing royalty-
free music – i.e. a dance contest

19. Promotional Games
Sweepstakes that employ the use of game piece (either on or
offline or both)
• Interactive, involve and engage participants
• They’re fun!
• Relatively inexpensive
• Easy to distribute
Standard promotional game tactics, online and off-line, include:
• Instant Win
• Scratch ‘n Win
• Match ‘n Win
• Collect & Win
• Peel & Win
• Watch to Win

20. Promotional Games
• “Everyone Wins” prizes may include coupons
or savings good on a future purchase.
• May increase trial of new products and drive
incremental traffic to retail or website.
• ASC works with a variety of partners to
execute games that include security printers
and web/application development teams.

21. Social Sweeps Promotions
• A Sweepstakes or contest, implemented
through one or more social media platforms:
- Facebook, Twitter, Pinterest, Blogs
• Enables awareness about your promotion
while making it easy for others to generate
awareness and buzz

22. Cross Platform Promotions
ASC is a Preferred Partner of Signal which offers
a cross-platform service that enables entry via a
mobile-enabled webpage, SMS, QR Codes,
Facebook and via Twitter.
Here’s an example of a Sweepstakes Campaign Flow:
• Retail POS display and/or print ad includes QR and invite for consumers to text a
keyword. i.e. “Sweepstakes” to a short code
• Participants with smart phones scan the QR code which takes them to a mobile
enabled web landing page to enter.
• Or they can enter by texting via SMS.
• Web landing page can link off of any website to allow online entry.
• Can also be added to Facebook and Twitter to allow for entry.
• All Participants will receive a thank you confirmation message from the platform
that they entered
• All entries go into one database

23. Mobile Marketing
Sweepstakes Landing Page – Computer Version
QR Code displayed
on POS
Mobile Device Version

24. Application Web
Development & Hosting
ASC has a full digital and social media team that enables us to deliver
cross-platform applications online, on social networks and mobile.
Promotional Micro-Site for Sweepstakes Entry
• Consists of micro-site creation, development and hosting
• Splash/Landing Page
• Data Collection Page
• Name/address/email fields
• 2-3 closed-end questions
• Official Rules Page
• Link to Sponsor’s Privacy Policy Page
• Thank-you confirmation page
• Optional Surveys – overlaid with a sweepstakes promotion
• Database can be exported into Excel/CSV file

25. Application Web
Development & Hosting
Facebook Promotion Applications
• Able to make the page accessible only to “Fans”, therefore
they would have to “like” the page first to participate.
• Ability to not have any application branding on the page
• Complete ownership of all the data collected
• Graphics and Images can be provided in a layered Photo
Shop file or as final jpeg files.
• Contest has a voting widget that enables voting in a gallery
for photos, videos and essay submissions
• Entries can be viewed and downloaded at any time during
the promotional period.
• Mobile access to application is available via a “Smart” link
• Ability to embed on a website as well

26. Browser Compatibility Testing
ASC web developers use various tools to create and
test web sites. Currently we strive to be compatible
with the following browsers:
– IE 8X – 9X
– Firefox 12x
– Safari 3.X – 5x
– Google Chrome 15X
Compatibility is defined as all critical elements of each
page are viewable in tested browsers
As new browser versions are developed, they may not
be backwards compatible. We continually need to
modify this testing.

27. Analytics & Entry Reports
Clients are provided real-time access to entry
data and reports

28. Industry Best Practices
• Actively involved in trade organizations such as
the PMA (Promotion Marketing Association)
• ASC team attends the PMA Annual Marketing
Law Conferences along with a few other industry
related events.
• Are regular speakers on the subjects of
promotional marketing & law, sweepstakes
legislation, and social media guidelines
• Works with the best promotional law attorneys in
the business

29. Donna DeClemente Bio
• Launched a blog, Donna’s Promo Talk, www.Donnaspromotalk.com, 5
years ago
• Written for marketers to help keep them up to date on the latest
promotions and trends.
• Contributing women bloggers on Lip-Sticking.com, a popular blog which
has been named in Forbes as one of the 20 Best Marketing and Social
Media Blogs by Women.
• Donna is a regularly speaker on social media and promotional marketing.
• Long-standing relationship with the PMA, the Promotional Marketing
Association
– A guest blogger for 5 year
– Speaker at their 2009 Digital Marketing Summit,
– “Official Conference Blogger” at their Annual Marketing Conference
– Session panel moderator at 2012 conference on Facebook Apps for
promotions.

30. Standard Operating Process
• At ASC our process starts when we outline the
project in a LOA (Letter of Agreement)
• Once finalized, approved and signed by the
client we move forward
• From the LOA we draft the official rules
• All client files are on a shared server, sorted by
client and project, which our employees can
access at any time

31. Sample Portfolio
Sam’s Club
Twitter Party
Sweepstakes

32. Sample Portfolio
Purina
Trick or Treat
Instant Win
Game
Featured on
Walmart.com

33. Sample Portfolio
Falken Tire
Porsche 911 Carrera
Sweepstakes

34. Sample Portfolio
Mercedes Benz
Best Summer
Photo Contest

35. Sample Portfolio
FRS Time with
Tebow Under the
Cap Sweepstakes

36. Sample Portfolio
The Beaches of Fort
Myers & Sanibel
Pintrest
Sweepstakes

37. Thank You
Thank you for the opportunity to present to you
Please visit our website for additional
information and portfolio examples:
www.american-sweeps.com
Gene Cairo- Gene.cairo@american-sweeps.com
Donna DeClemente – donna.declemente@american-
sweeps.com