The Standout Season for Sweepstakes
Summer has a different rhythm. Family road trips, impromptu barbecues, and casual beach days create a unique season of storytelling. It’s a season for connecting, participating, and exploring. For marketers, summer is the sweet spot to tap into seasonal shifts that affect consumer behavior.
Whether it’s checking off a list for an upcoming vacation, attending outdoor events, or making spur-of-the-moment purchases, summer consumers are in exploration mode—and that makes them more open to discovering new brands or engaging with familiar ones in fresh ways. That spirit of spontaneity and discovery makes summer the ideal time for brands to spark connection through sweepstakes and turn casual moments into lasting loyalty.
Sweepstakes are one of the most versatile and engaging formats for seasonal promotions. They’re easy to enter, quick to launch, and great for generating buzz and capturing valuable first-party data. Connect with US Sweepstakes today to get started on your next giveaway.
What Makes Summertime the Sweet Spot
- LOW BARRIER, HIGH ENGAGEMENT
Consumers are out enjoying life—not necessarily looking to complete a long form or complicated task. A Spin-to-Win sweepstakes fits perfectly into the easygoing summer mindset. Participation feels effortless, and the promise of a prize adds just the right incentive to engage. - BUILT-IN SHAREABILITY
Summer is peak content season—people are snapping photos of beach trips, concerts, and family gatherings. A sweepstakes that encourages sharing, especially with user-generated content, can ride that wave and amplify reach organically. - PERFECT FOR PRIZING
Summer prizes feel instantly gratifying. Think branded beach gear, travel vouchers, festival tickets, or coolers filled with product samples. Sweepstakes let you tap into what your customers already love and tie it back to your brand in a fun and memorable way. - SUPPORTS RETAIL AND LOYALTY GOALS
Use a sweepstakes to drive retail activity (with incentives tied to purchase or store visits) or support loyalty programs (by rewarding members with bonus entries or exclusive chances to win). You can even combine it with a digital game or app-based entry to keep users coming back throughout the season.
Real-World Example: Summer Sweepstakes in Action
Case in Point: Crest White Strips + Target – “Smile Together” Sweepstakes
One standout example of a summer sweepstakes done right is the “Smile Together” campaign from Crest and Target. Launched during wedding season, the sweepstakes invited consumers to snap a photo of themselves smiling with a loved one and share it on Instagram or X (formerly Twitter) using the hashtags #CrestWhitestrips and #TargetSweepstakes. The prize? A glowing smile and a grand prize of $4,500, plus five boxes of Crest Whitestrips to keep those summer grins sparkling.
What made the campaign so effective was how naturally it fit into the summer lifestyle. Weddings, graduations, and backyard parties provided the perfect backdrop for user-generated content, allowing the brand to join real, celebratory moments in a fun and authentic way. The social component made sharing effortless, and participants felt like part of a bigger story.
The promotion also aligned seamlessly with retail goals. In partnership with Target, the campaign offered an additional 10% off via the Cartwheel app, turning social engagement into store visits and real-world product trial. It wasn’t just about creating buzz—it was about creating action.
The “Smile Together” sweepstakes proves just how powerful a well-timed, well-designed summer promotion can be. It tapped into the season’s natural energy, encouraged joyful participation, and ultimately, delivered measurable results for both the brand and its retail partner.
The Takeaway
Summer gives brands a unique moment to show up differently—more playful, more human, more in tune with how people are actually living. A digital sweepstakes, when done well, becomes more than a giveaway—it’s a spark of connection, a reason to remember your brand, and a way to create real value for both sides.
Ready to ride the summer wave? Let’s build a sweepstakes campaign that makes your brand part of the season’s best stories. Contact US Sweepstakes today to get started.
