At Probability, we spend much of our time building custom entry forms, developing AI and ML-driven methods of cleaning entry data, and implementing the latest data security platforms. Sometimes, amidst all the tech, we forget about sweepstakes’ humble beginnings, based largely on sheer marketing gumption and A LOT of paper.
As a reminder, we took a look back at the storied history of our industry and it’s worth sharing with you now.
Sweepstake Starts: Shakespeare and Baking Soda
Derived from the Middle English “swepe stake,” the term "sweepstakes" referred to winner-takes-all games in which players could "sweep up” all the available prizes or “stakes.” A mention even found its way into Shakespeare’s Hamlet, when King Claudius tells Laertes: “... isn't writ in your revenge, that, swoopstake, you will draw both friend and foe, winner and loser?”
Sweepstakes and giveaways’ use in marketing, however, took about another 200 years, gaining momentum in the mid-1800s. Benjamin Babbitt, a soap salesman, is credited with one of the first. Starting in 1851, he printed his wrappers as coupons. Buyers who collected 25 could get a free lithographic print - an unusual tactic for the time. Unsurprisingly, Babbitt was known to be a friend of P.T. Barnum. Hibbard Ross, another home goods salesman and contemporary of Babbitt, innovated further. He offered a drawing to win a “present” to anyone who bought ten or more bars of his products.
Early 20th Century: Sweepstakes as Marketing Tools
By the beginning of the 20th century, these promotional tactics grabbed the attention of larger and larger sellers. As the rise of newspapers and magazines made it possible to reach wider audiences, growing companies saw sweepstakes as a way to engage consumers at scale.
One notable example was the Picture Puzzle Contest of 1921, which required participants to solve puzzles related to Minnesota Fountain Pens for the chance to win $1500.00. This contest not only promoted the pens but also encouraged customers to buy them as gifts, creating further value.
Mid-20th Century: The Golden Age of Sweepstakes
The mid-20th century marked a significant expansion in sweepstakes promotions, with brands leveraging them to tap into America's growing consumer culture. These promotions became more elaborate and offered larger prizes, drawing in more participants. Popsicle, for example, offered an assortment of prizes to kids who sent in drawings using a part of their box. The grand prizes were trips for their families to New York and California on American Airlines.
In the 1950s and 60s Car Giveaways became a popular promotional tactic. Brands often used sweepstakes to give away cars, capitalizing on the burgeoning automobile culture in America. A famous example is Dr. Pepper's "Charge! Get Goin' Again" Sweepstakes in 1968, where the grand prize was a Dodge Charger for each day of the week (and a lifetime supply of Dr. Pepper).
Late 20th Century to Early 21st Century: Digital Transformation
Though each was unique and innovative in its own way, the mechanics behind sweepstakes remained largely unchanged for the next 30 years. Then, digital technology changed everything. The internet provided new platforms and tools for conducting sweepstakes, making them more accessible and easier to manage. Companies could now reach global audiences and collect data more efficiently.
Email and Online Sweepstakes made it possible for businesses to reach target audiences directly. Digital platforms facilitated easier entry processes and faster communication with participants.
As social media platforms like Facebook, Twitter, and Instagram flourished in the early 2010s, they became popular channels for generating sweepstakes entries. In 2015, a study by Formstack found a 189% increase in conversions when consumers could autofill data from their social profiles. The ease of sharing and participation through social media allowed brands to expand their reach and encourage viral engagement.
Modern-Day Sweepstakes and Trends
Today, sweepstakes promotions continue to be a valuable tool for marketers. At a time when third-party data has become less reliable, sweepstakes and promotions have become the go-to method for getting consumers to opt into new relationships with brands. This first-party data has ascended to a more central role in digital marketing efforts and its value has increased tenfold.
Modern sweepstakes increase a brand’s ability to generate user-generated content, foster community engagement, and personalize marketing strategies. Combined with the new AI screening and data security we’ve implemented, they’ve also become more reliable than other forms of digital marketing. The soap-sellers of the 1800s would be blown away by what we can do now.
