Owning the Seasonal Moment
Seasonal promotions matter because they meet customers at the exact moment they’re most ready to engage – and those windows are too valuable to miss. Back-to-school shopping, Halloween, holiday gifting – each comes with built-in intent and attention. When brands show up in those moments with a clear offer and a simple way to participate, that intent turns into entries, opt-ins, and a library of rights-cleared content that delivers value well past the season. Interactive formats like trivia, polls, countdown calendars, spin-to-win games, and digital scratch-offs make participation fun while fueling the first-party data that drives future campaigns.
Seasonal timing may open the door, but it’s the format that keeps audiences engaged. A well-structured promotion does more than deliver a quick burst of activity – it creates lasting value through authentic content, actionable insights, and stronger customer connections.
Format in Focus
UGC Contests
One of the most versatile formats today is the UGC photo/video contest. These engaging activations invite audiences to create and share – and they deliver real outcomes for brands.
These contests ask participants to:
- Submit a photo or video to a clear prompt (via hashtag or direct upload)
- Add a short caption (optional)
- Share their entry; winners are selected by voting, judging, or both
This format works because it’s easy to enter and built to travel. Brands gain authentic content that audiences want to share, first-party data with each submission, and a public gallery that drives return visits and ongoing engagement. With rights secured, entries become a reusable creative library for social, email, and onsite channels.
Case in Point: Crest Whitestrips + Target “Smile Together” Sweepstakes
The “Smile Together” sweepstakes asked participants to share a photo of themselves smiling with a loved one using #CrestWhitestrips and #TargetSweepstakes. The result was a flood of authentic, celebratory content that fit naturally into weddings, graduations, and summer gatherings.
This UGC-first approach gave Crest and Target more than just buzz – it delivered:
- Authenticity: Real smiles tied directly to the brand promise.
- Reach: Organic amplification as participants shared their photos.
- Data & engagement: Thousands of entries with built-in brand interaction.
- Conversion: A Target Cartwheel offer that drove shoppers in-store.
The campaign showed how UGC contests can produce content that feels genuine, build community participation, and tie seamlessly into retail outcomes – especially when timed to seasonal moments that people are already eager to celebrate.
Compliance Check
Text-to-Win & SMS: What Changed and What to Do Next
Text-to-win and SMS promotions remain powerful engagement tools but new CTIA rules are reshaping how brands must run them. Here’s what marketers need to know:
- Shared short codes are gone. Each company now needs its own dedicated code, registered with an EIN and vetted for use case. Expect stricter scrutiny on 10DLC numbers too.
- Transparency is mandatory. Every campaign must include SMS Terms & Conditions and a Privacy Policy covering data use and opt-out procedures. Regulated categories (like alcohol) must implement robust and defensible age-gating measures that go beyond simple yes/no questions and clearly demonstrate how underage users are blocked.
- Opt-In and Opt-Out must be consistent. Immediate and seamless functionality across all platforms, with suppression lists kept in sync.
Read our full article here for tips on what you can do next to stay ahead of compliance deadlines, avoid disruptions, and set up your SMS campaigns for a strong performance.
From Insight to Action
Promotions as a Learning Engine
The strongest promotions don’t stand alone – they build on each other. Every sweepstakes, contest, or instant win game provides insights into what works:
- Which prizes drive the highest participation?
- Which mechanics keep people coming back?
- Which channels deliver the most qualified leads?
Marketers who treat promotions as a learning cycle rather than isolated events sharpen their strategies and see results compound throughout the year.
How are you using insights from past campaigns to make the next one stronger?
On Our Blog
Tricks, Treats, and Traffic: How Any Brand Can Win Halloween
In our latest blog post, we talk about why Halloween is an opportunity for every brand. Don’t ghost your customers this Halloween!
- How sweepstakes, UGC contests, instant wins, and quizzes can all be tailored to the season
- Why industries far outside of retail and entertainment succeed with Halloween marketing
- Practical ideas you can adapt quickly, even if your product has nothing to do with the holiday
Read the full article here to see how your brand can make the most of Halloween and use the lessons to fuel promotions in every season.
Let’s Get to Work
Seasonal promotions can turn short-term attention into long-term value. At US Sweepstakes, we partner with marketers to design campaigns that not only engage in the moment but also build lasting customer relationships while staying fully compliant every step of the way.
What opportunities are you planning to capture this season? Reach out to our team and let’s talk promotions!
