As part of its Start Your New Year Off Right campaign, Dick’s Sporting Goods launched the “New Year New You” Sweepstakes, inviting consumers to share a personal New Year’s pledge for the chance to win one of ten $500 Dick’s Sporting Goods gift cards.
Rather than asking participants to simply complete an entry form, the promotion encouraged them to reflect on a personal goal for the year ahead. Optional sharing on Facebook, Pinterest, and X helped extend the campaign’s reach across social channels.
Why It Worked
The campaign capitalized on a seasonal moment when consumers were already focused on health, fitness, and self-improvement. Asking participants to share a personal New Year’s pledge made the promotion more meaningful than a standard sweepstakes entry, encouraging consumers to think about their goals while reinforcing Dick’s Sporting Goods’ role in helping them pursue an active lifestyle.
