Online contests are a great means of promotion for your brand and a surefire way to increase your social media exposure. Running a contest, though, has rules and even legal requirements that apply—even (and especially) on the social networks! Here are five key components to be sure you include in your next online Contest:
1 - WHO: Be sure to clearly identify your company name and business address. It seems obvious, but often this is left out as companies sometimes think just showing their logo is sufficient. Legally, it's not. :)
2 - WHAT: This is key! WHAT must the entrant do, and WHAT is the prize? Be sure to detail the following information:
| Requirements for each Entrant: |
XXXX | Details on Prize(s) to be Awarded: |
| - Is there a cost to enter? (double-check your state's requirements as some states prohibit requiring a purchase to enter) |
- How many prizes will be awarded? | |
| - Are there multiple rounds or levels of the contest? Are subsequent rounds more difficult? | - Full description of each prize | |
| - How does an entrant participate? If there are forms required, where can they be obtained? What are the steps for entry? | - Approximate retail value of each prize |
3 - WHEN: Be explicit in defining the start and end dates for entry. This includes detailing the precise times (right down to time zone) which apply.
4 - WHERE: What is the geographic area of the contest?
5 - HOW: Identify how the judging will be conducted, including what the criteria for evaluation will be, what the weighting is for each criterion, and who the judges are. What will happen in the event of a tie? In addition, detail how the list of winners will be announced and when (and where) the winners list will be available.
These components are essential pieces of documenting your online contest. Of course, you will always want to review the laws for your state, and also be sure that you are not incorporating elements (such as chance) which could cause your contest to be classified as a Sweepstakes.
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