Sweepstakes Program Guidelines

(2013)

Overview

2

Sweepstakes vs. Contests

Services Offered

• DIY

• Basic

• Flyaway

• Super Flyaway

• Misc. Sweeps

• Templates in the Works

Program Types & Processes

Social Sweeps – General “Rules” to Follow

• Average Costs

• Resources

• Sample W-9 Form

• Questions

Appendix

Sweepstakes

• Giveaways with no skill required

• Winners drawn at random

• State laws may vary (i.e. NY and Florida must bond prizes > $5k)

• Example: VIP trip flyaway, giftcard/cash giveaways

Contests

• Giveaways with some element of skill required

• Winners drawn at random or can be judged based upon detailed criteria

• Examples: Answer trivia question, write song lyrics, perform air guitar, etc.

3

Sweepstakes vs. Contests

Services Offered

4

Campaign Services

• Website creative, development and hosting

• Sweeps entry form creation (online or mobile)

• Data collection form opt-ins – automatic feed to ExactTarget mailing lists

Legal & Fulfillment Services

• Rules development

• Legal review

• Collect and process mail-in entries, winner’s list and rules requests

• Winner selection, notification, waivers and fulfillment

• Provide sweepstakes entry summary and documentation

• File required tax forms (prizes over $600) and retain entries for one year (in accordance to sweepstakes law)

Program Types - DIY

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Qualifications: Prizes must have an total ARV* < $5k

Individual prizes must have an ARV* < $600

Not involve flyaway (direct shipment of prizes(s) to winner only)

Fees:

$0 Does not include cost of prizes

Additional fees will apply for additional prize fulfillment (i.e. 1st, 2nd

place)

Required lead time:

Up to you unless UMGD Sweeps admin team

help needed (then 6 weeks lead time will be required)

*ARV = approx. retail value

DIY Sweeps - Process

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Step 1

Go to UMGD Shared Docs site

(see slide 8)

Download rules template and

replace all text in RED with

appropriate sweeps details

Step 2

Either host rules on your end or send request to

Eric/Jeff to host on your behalf Process time: 3-5 days

Either create “thank you” submission page

and “sorry, you are not eligible” page or request Eric/Jeff to

create for you Process time: 3-5 days

Step 3

Post “sweeps closed page” when

sweeps ends

Step 4

Prize fulfillment

Follow directions in “Rules of Engagement” doc on UMGD Doc Archived site

THEN

Notify winner and use pre-written copy from “Sweepstakes Winners Email” doc on UMGD Doc Archived site

Year End

All sweepstakes winner’s with prizing exceeding

$600 to receive a 1099 via UMGD Must obtain a signed W9 prior to prize shipment. Must verify legitimacy of EIN

number via your label’s finance dept. 1099 requests must be sent to finance by

end of first week of January of year following prize issuance. All 1099’s have to

be sent by finance to winner’s by 1/30/XX

Requestor’s responsibility Completed by either requestor or Sweeps admin

Program Types – Basic

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Qualifications: Prizes must have a total ARV* < $5k

Not involve flyaway (direct shipment of prizes(s) to winner)

Fees:

$4k Does not include cost of

prizes

Additional fees will apply for additional prize

fulfillment (i.e. 1st, 2nd place)

Required Lead Time:

6 weeks min. notice to

launch date

Additional Requirements:

Provide planned method of payment (Fastrac, interdepartmental account fund

transfer, etc.) for admin fees and prize fulfillment/prizing

Prizing must be received by admin 1 week prior to sweeps launch date

If UMGD to secure prizing – provide the proposed advertising trade value of the

promotion to the artist

*ARV = approx. retail value

Program Types – Flyaway

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Qualifications: Prizes must have an total ARV* < $5k

Includes air transportation (possible transportation) and hotel for a future date within the US

Fees: $6k

Does not include cost of prizes

Additional fees will apply for additional prize fulfillment (i.e.

1st, 2nd place)

Required Lead Time:

6 weeks min. notice to

launch date

Additional Requirements:

Provide planned method of payment (Fastrac, interdepartmental account

fund transfer, etc.) for admin fees and prize fulfillment/prizing

Provide onsite contact name, phone #, and email address for prize / event

involving artist concert tickets, meet n greets, or any other winner activity

PRIOR TO launch or sweeps won’t launch

*ARV = approx. retail value

Program Types – Super Flyaway

9

Qualifications: Sweeps ARV* $5k - $25k

Requires UMGD senior staff approval

Includes a trip outside of the US and ONLY IF pre-approved by Sweeps admin team

(entrants only coming from the U.S.)

Est. Fees: $9k

$8k + $1k to bond/register in states

requiring

Does not include cost of prizes

Additional fees will apply for additional

prize fulfillment (i.e. 1st, 2nd place)

Required Lead Time:

8 weeks min. notice to

launch date *Can work with UMGD &

Ventura to co-manage/fulfill for some cost/time savings

Additional Requirements:

Provide planned method of payment (Fastrac, interdepartmental account fund

transfer, etc.) for admin fees and prize fulfillment/prizing

Provide onsite contact name, phone #, and email address for prize / event involving

artist concert tickets, meet n greets, or any other winner activity PRIOR TO site design and rules finalization or sweeps will not

be built or launched

*ARV = approx. retail value

Non-DIY Sweeps - Process

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Step 1

Requestor emails Sweeps admin to

see if we can accommodate

based on schedule

If we can accommodate:

Dates and prize details sent to

Eric/ Jeff/Stephanie for

rules creation

Lead time: 6 weeks

Requestor provides all artist artwork and copy due to Eric/Jeff

Lead time: 6 weeks

Step 2

Proposed site mock up and rules sent to Requestor

for review and approval

Requestor reviews and provides 1

collective email of all

updates/changes needed

Requester provides method of payment for sweeps admin

and prizing

Step 3

Admin posts “sweeps closed

page” when sweeps ends

Admin selects/notifies

winner(s)

Step 4

Prize(s) fulfilled

Sweeps wrap deck provided by

admin to requestor

Process time: 5 days

Year End All sweepstakes winner’s with prizing exceeding

$600 to receive a 1099 via UMGD

11

Templates In the Works

Golden Ticket

Enter with Purchase

Instant Win

Please contact Stephanie Timberlake, Director of PM @

952-525-4601 prior to committing to a sweepstakes that

involves:

12

Misc. Sweepstakes

Spirits or Beer

Targeting or inclusion of children under the age of 13

State specific bonding and registration

State specific advertising restrictions

Overall print, POS, TV and radio advertising

Social Sweeps – General “Rules” to Follow

13

Don’t use Facebook’s features (likes, comments, shares, or photo voting) as a form of entry

Don’t contact winners inside Facebook

Discourage posting the same Tweet repeatedly Ok to contact winners inside Twitter via DM Rules must be included in tweets announcing promotion

Don’t make people pin or repin the sweepstakes rules Don’t ask users to vote with pins, repins, boards or likes

Rules must be included in post announcing promotion

Select a unique hashtag to track entries You can contact winners inside Instagram Rules must be included in post announcing promotion

APPENDIX

14

15

Based upon previous experience:

• Average flyaway for two within the U.S., two night hotel

• No transportation: $2,000 cost of prize + $6,000 for sweeps = $8,000 total

• With transportation: $3,500 cost of prize + $6,000 for sweeps = $9,500 total

• Average “Super” flyaway for two to another country

• $6,000 cost of prize + $8,000 for sweeps + $1,000 to bond and register = $15,000 total

Average Sweeps Costs

Additional Resources

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UMGD Doc Archive: www.gotdownloads.com/docs

- username: umgd_d2c

- password: Market!ng

Sweepstakes rules templates

• DIY Sweepstakes Rules template

• Facebook Sweepstakes Rules template

• Twitter Sweepstakes Rules template

• Sweepstakes Winner Contact Email template

• Sweepstakes Winner Affidavit of Eligibility and Publicity Waiver

• Sweepstakes Winner W9

• Templates in the works – “Golden Ticket,” “Entry with Purchase” and “Instant Win” rules templates

Code templates for ExactTarget landing pages

• Sweepstakes Forms

• Thanks You and Sorry/Closed pages

17

Sample W-9 Form

Questions?

18

UMGD CRM - Design/

Hosting and Data

Collection Questions

Moujan Armandpour

Eric Roe

Jeff Wood

Bridget Ferris (social)

Corporate Partnership or General

Sweepstakes and / or Legal

Questions

Stephanie Timberlake