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Sweepstakes and instant-win games are fun, effective ways for adult beverage brands to connect with consumers — but they are legally nuanced. To ensure the promotion is approved and compliant in states that permit adult beverage promotions, brands must be prepared to navigate several additional regulations that don’t apply to other industries.

In 2022, we saw marketers increasingly utilize digital promotions — such as sweepstakes, instant win games and contests — to create custom brand experiences for consumers. In today’s noisy digital environment, where thousands of brand messages compete for attention, a strategic promotion and chance to win an exciting prize helps brands to stand out while driving loyalty, engagement and even first-party data.

The purpose behind every contest, sweepstakes or instant-win game is to accomplish your brand’s specific marketing goals. That might be driving sales, gathering consumer preference data, acquiring users or building brand loyalty — but the success of any goal is dependent on your user experience, from registration to prize delivery.

With the holidays in view, many brands are planning their strategies for capturing consumer attention in the midst of a merry marketing season.

You’ve strategically designed your promotion, selected the prize pool and named the winners. So much thought goes into ensuring each of those elements reflects your brand and meets your marketing goals — but what comes next?

From driving sales to gathering actionable data about consumer preferences, digital promotions have long been a favorite tool for brands to meet strategic marketing goals while engaging and delighting consumers.