EndLESS Summer Sweepstakes

Overview
The objective was to engage consumers across various social networks during the Back to School season. The tactic was a multi-faceted sweepstakes incorporating multiple social platforms and exciting product prize packs.

Strategy
The Endless Summer Sweepstakes was a 10-week campaign that encouraged users to register, connect their social profiles, and earn entries into the grand prize for their engagement with social media posts and in-store. The more a person participated, the more chances they had to win.

Paid media amplification and traffic from Staples-owned assets drove traffic to the sweepstakes and ultimately it surpassed previous benchmarks for impressions and engagements.

To participate, consumers would register at the promotion microsite and allow access to the various social channels. To earn additional entries, consumers could like Staples on Facebook and follow Staples on Twitter, Instagram, Pinterest and/or YouTube to earn entries. Subsequently, consumers could participate in daily and weekly actions and challenges featured on a “Dashboard” to earn even more entries. Some examples of these actions are Tweeting about the promotion, sharing it on Facebook, checking in at Staples stores, playing an instant-win game which revealed various numbers of entries, commenting on social media posts, creating a Pinterest board, etc.

This was the header banner presenting the Sweepstakes, preliminary instructions for participation, and the prize incentive.New entrants can register upon visit and returning users can log-in. This also generated email opt-ins for Staples.Once registered and/or logged in, a user can Like / Follow Staples to earn entries towards the product prize packs and grand prize.This showcases the grand prize elements and the bi-weekly prize pack contents. The product prize pack section scrolled to the left or right with a toggle across two-week periods. There was an activity ticker displaying recent users and their entries. Each user gets a profile which tracks their entries. The right column contains three daily entry mechanics.Cross-channel challenges were updated on a weekly basis all summer long.These organic Facebook posts became the destination from sweepstakes challenges. The comments on the posts increased because of the connection to the Sweepstakes and the fact that commenting on the posts earned the registered entrants entries for their engagement.These organic Tweets became the destination from sweepstakes challenges. The replies to the tweets increased because of the connection to the Sweepstakes and the fact that the interaction earned the registered entrants entries for their engagement.This outlines the social channel challenges.These Instagram posts were executed by Sweepstakes entrants. Using the associated hashtag and mentioning @Staples identified the users within the sweepstakes and attributed entries for their user-generated content.In addition to taking native and direct social actions, a user could earn entries within the dashboard itself. This was done by voting on a video, answering questions after reading an article, or completing an instant-win spin game.