This presentation covers Sweepstakes and everything you need to know about the different types of sweepstakes + tips for set up, rule creation, and prize fulfillment.

1. Sweepstakes Program Guidelines
(2013)

2. Overview
2
Sweepstakes vs. Contests
Services Offered
• DIY
• Basic
• Flyaway
• Super Flyaway
• Misc. Sweeps
• Templates in the Works
Program Types & Processes
Social Sweeps – General “Rules” to Follow
• Average Costs
• Resources
• Sample W-9 Form
• Questions
Appendix

3. Sweepstakes
• Giveaways with no
skill required
• Winners drawn at
random
• State laws may vary
(i.e. NY and Florida
must bond prizes >
$5k)
• Example: VIP trip flyaway,
giftcard/cash giveaways
Contests
• Giveaways with some
element of skill
required
• Winners drawn at
random or can be
judged based upon
detailed criteria
• Examples: Answer trivia
question, write song lyrics,
perform air guitar, etc.
3
Sweepstakes vs. Contests

4. Services Offered
4
Campaign Services
• Website creative, development and hosting
• Sweeps entry form creation (online or mobile)
• Data collection form opt-ins – automatic feed to ExactTarget
mailing lists
Legal & Fulfillment Services
• Rules development
• Legal review
• Collect and process mail-in entries, winner’s list and rules
requests
• Winner selection, notification, waivers and fulfillment
• Provide sweepstakes entry summary and documentation
• File required tax forms (prizes over $600) and retain entries for
one year (in accordance to sweepstakes law)

5. Program Types - DIY
5
Qualifications:
Prizes must have an total ARV* < $5k
Individual prizes must have an ARV* < $600
Not involve flyaway (direct shipment of prizes(s) to winner only)
Fees:
$0
Does not include cost of prizes
Additional fees will apply for
additional prize fulfillment (i.e. 1st, 2nd
place)
Required lead time:
Up to you
unless UMGD Sweeps admin team
help needed (then 6 weeks lead time
will be required)
*ARV = approx. retail value

6. DIY Sweeps - Process
6
Step 1
Go to UMGD
Shared Docs site
(see slide 8)
Download rules
template and
replace all text in
RED with
appropriate
sweeps details
Step 2
Either host rules
on your end or
send request to
Eric/Jeff to host on
your behalf
Process time: 3-5 days
Either create “thank
you” submission page
and “sorry, you are
not eligible” page or
request Eric/Jeff to
create for you
Process time: 3-5 days
Step 3
Post “sweeps
closed page” when
sweeps ends
Step 4
Prize fulfillment
Follow directions in
“Rules of Engagement”
doc on UMGD Doc
Archived site
THEN
Notify winner and use
pre-written copy from
“Sweepstakes Winners
Email” doc on UMGD
Doc Archived site
Year End
All sweepstakes winner’s with prizing exceeding
$600 to receive a 1099 via UMGD
Must obtain a signed W9 prior to prize shipment. Must verify legitimacy of EIN
number via your label’s finance dept. 1099 requests must be sent to finance by
end of first week of January of year following prize issuance. All 1099’s have to
be sent by finance to winner’s by 1/30/XX
Requestor’s responsibility Completed by either requestor or Sweeps admin

7. Program Types – Basic
7
Qualifications:
Prizes must have a total ARV* < $5k
Not involve flyaway (direct shipment of prizes(s) to winner)
Fees:
$4k
Does not include cost of
prizes
Additional fees will apply
for additional prize
fulfillment (i.e. 1st, 2nd
place)
Required
Lead Time:
6 weeks min.
notice to
launch date
Additional
Requirements:
Provide planned method of payment
(Fastrac, interdepartmental account fund
transfer, etc.) for admin fees and prize
fulfillment/prizing
Prizing must be received by admin 1 week
prior to sweeps launch date
If UMGD to secure prizing – provide the
proposed advertising trade value of the
promotion to the artist
*ARV = approx. retail value

8. Program Types – Flyaway
8
Qualifications:
Prizes must have an total ARV* < $5k
Includes air transportation (possible transportation) and hotel for a future
date within the US
Fees:
$6k
Does not include cost
of prizes
Additional fees will
apply for additional
prize fulfillment (i.e.
1st, 2nd place)
Required
Lead Time:
6 weeks min.
notice to
launch date
Additional
Requirements:
Provide planned method of payment
(Fastrac, interdepartmental account
fund transfer, etc.) for admin fees and
prize fulfillment/prizing
Provide onsite contact name, phone #,
and email address for prize / event
involving artist concert tickets, meet n
greets, or any other winner activity
PRIOR TO launch or sweeps won’t
launch
*ARV = approx. retail value

9. Program Types – Super Flyaway
9
Qualifications:
Sweeps ARV* $5k - $25k
Requires UMGD senior staff approval
Includes a trip outside of the US and ONLY IF pre-approved by Sweeps admin team
(entrants only coming from the U.S.)
Est. Fees:
$9k
$8k + $1k to
bond/register in states
requiring
Does not include cost of
prizes
Additional fees will
apply for additional
prize fulfillment (i.e. 1st,
2nd place)
Required
Lead Time:
8 weeks min.
notice to
launch date
*Can work with UMGD &
Ventura to co-manage/fulfill for
some cost/time savings
Additional
Requirements:
Provide planned method of payment
(Fastrac, interdepartmental account fund
transfer, etc.) for admin fees and prize
fulfillment/prizing
Provide onsite contact name, phone #, and
email address for prize / event involving
artist concert tickets, meet n greets, or any
other winner activity PRIOR TO site design
and rules finalization or sweeps will not
be built or launched
*ARV = approx. retail value

10. Non-DIY Sweeps - Process
10
Step 1
Requestor emails
Sweeps admin to
see if we can
accommodate
based on
schedule
If we can
accommodate:
Dates and prize
details sent to
Eric/
Jeff/Stephanie for
rules creation
Lead time: 6 weeks
Requestor
provides all artist
artwork and copy
due to Eric/Jeff
Lead time: 6 weeks
Step 2
Proposed site
mock up and rules
sent to Requestor
for review and
approval
Requestor reviews
and provides 1
collective email of
all
updates/changes
needed
Requester
provides method
of payment for
sweeps admin
and prizing
Step 3
Admin posts
“sweeps closed
page” when
sweeps ends
Admin
selects/notifies
winner(s)
Step 4
Prize(s) fulfilled
Sweeps wrap
deck provided by
admin to
requestor
Process time: 5 days
Year End
All sweepstakes winner’s with prizing exceeding
$600 to receive a 1099 via UMGD

11. 11
Templates In the Works
Golden Ticket
Enter with Purchase
Instant Win

12. Please contact Stephanie Timberlake, Director of PM @
952-525-4601 prior to committing to a sweepstakes that
involves:
12
Misc. Sweepstakes
Spirits or Beer
Targeting or inclusion of children under the age of 13
State specific bonding and registration
State specific advertising restrictions
Overall print, POS, TV and radio advertising

13. Social Sweeps – General “Rules” to Follow
13
 Don’t use Facebook’s features (likes, comments, shares, or
photo voting) as a form of entry
 Don’t contact winners inside Facebook
 Discourage posting the same Tweet repeatedly
 Ok to contact winners inside Twitter via DM
 Rules must be included in tweets announcing promotion
 Don’t make people pin or repin the sweepstakes rules
 Don’t ask users to vote with pins, repins, boards or likes
 Rules must be included in post announcing promotion
 Select a unique hashtag to track entries
 You can contact winners inside Instagram
 Rules must be included in post announcing promotion

14. APPENDIX
14

15. 15
Based upon previous experience:
• Average flyaway for two within the U.S., two night
hotel
• No transportation: $2,000 cost of prize + $6,000
for sweeps = $8,000 total
• With transportation: $3,500 cost of prize +
$6,000 for sweeps = $9,500 total
• Average “Super” flyaway for two to another country
• $6,000 cost of prize + $8,000 for sweeps + $1,000
to bond and register = $15,000 total
Average Sweeps Costs

16. Additional Resources
16
UMGD Doc Archive: www.gotdownloads.com/docs
- username: umgd_d2c
- password: Market!ng
Sweepstakes rules templates
• DIY Sweepstakes Rules template
• Facebook Sweepstakes Rules template
• Twitter Sweepstakes Rules template
• Sweepstakes Winner Contact Email template
• Sweepstakes Winner Affidavit of Eligibility and Publicity Waiver
• Sweepstakes Winner W9
• Templates in the works – “Golden Ticket,” “Entry with Purchase” and
“Instant Win” rules templates
Code templates for ExactTarget landing pages
• Sweepstakes Forms
• Thanks You and Sorry/Closed pages

17. 17
Sample W-9 Form

18. Questions?
18
UMGD CRM -
Design/
Hosting and
Data
Collection
Questions
Moujan Armandpour
Eric Roe
Jeff Wood
Bridget Ferris (social)
Corporate
Partnership
or General
Sweepstakes
and / or Legal
Questions
Stephanie
Timberlake