Overview: Participants enter a sweepstakes by uploading a photo (usually themed) during registration, typically through a branded microsite. This format is especially well-suited for campaigns tied to events, milestones, or celebrations and provides a rich source of user-generated content (UGC).

• Primary Goals:
  • Collect UGC for marketing and promotional use and encourage users to share, boosting earned media
  • Create engagement around a specific event, product launch, or cultural moment.
• Technology: Microsite, photo upload, content moderation / administration tool, microsite gallery.
• Strategic Considerations: One commonly used and effective approach is to tie the photo-upload sweepstakes to a broader brand initiative or cultural theme.Offering a simple, fun prompt—like submitting a pet photo or a seasonal snapshot—encourages participation while reinforcing brand messaging. Featuring a submission gallery can further amplify engagement by tapping into participants’ desire to see their content showcased.