There seem to be more and more automated sweepstakes entry services popping up and these could radically reduce the value of online sweepstakes for a brand.
These services enter a consumer into hundreds, or thousands, of sweepstakes automatically and the consumer never sees your brand, creative or value proposition! A site like Acuwin charges people a fee to use their service.
Of course these “sweepstake robots” are just the next logical step for sweepstake sites to take.
There are hundreds of sites that simply list sweepstakes by the prize they offer and let consumers click directly to your entry form. The reason you often see an entry spike several days after your contest starts is often because you get listed on these aggregator sites. These consumers have no interest in your product (and may not even notice it) the only thing they are interested in is your prize.
Even before these automated services, I’ve always wondered just how much value a sweepstakes sponsor receives by displaying their brand on an entry form. Do consumers really care about your brand? Do they even notice it? Or do consumers simply notice the prize you are giving away?
The good news? As opposed to sweepstakes, perhaps advergaming, when done right, can get your brand noticed by actual consumers (not just automated web bots).