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From fall football to March Madness and the World Cup to the Olympics, sports have a way of drawing people together throughout the year. For brands looking to associate with that national enthusiasm, a sweepstakes offers an impactful opportunity to connect products with a sporting event while building consumer loyalty in a fun and memorable way.

We all love to win. That’s why contests and sweepstakes are such effective marketing tools. The chance to win a prize grows audiences, builds enthusiasm and engagement, and can be a great way to acquire first-party data and learn about your audience.

The success of a contest or sweepstakes is heavily influenced by its prize pool. After all, it’s the prize that motivates customers to answer your questions, take a photo or share the promotion with a friend to enter.

Annual marketing events present the unique opportunity for brands to plan around a set date and  compare benchmark data from last year’s efforts. Although summer is often filled with cookouts and vacations, the mid-to-late summer season sees the rise in demand for Back to School purchases of all shapes and sizes. From backpacks to binders and sneakers to snacks, consumers will certainly roam store aisles with intent of crossing every item off their list.

The prizing is set, the contest or sweepstakes is designed, and the microsite is being built. It’s time to consider how leveraging social media can drive interest and participation in your promotion.

Hosting a contest or sweepstakes on social media is a strategic way to build engagement, excitement and community on your brand platforms. But as with any giveaway, there are specific rules you must follow to ensure legal compliance — and those can vary based on your promotion structure, social media platform and prize pool.