Unified National Sweepstakes Strategy Drives Six‑Figure Revenue Across Markets

The Idea

The National Sweepstakes are promotions offered by Second Street to help partners boost audience engagement and secure larger advertising buys. Second Street provides a national cash prize that partners can promote locally, while also selling local sponsorships and layering in additional local prizes to create more chances to win.

Recognizing the proven impact of these promotions, Adams MultiMedia set out to turn the National Sweepstakes into a company‑wide initiative.

The Execution

The Adams MultiMedia’s leadership team began by focusing on a single National Sweepstakes: the Q1 $5,000 National Sweepstakes, which they branded as “Free Car Payments for a Year.”

They established a company‑wide goal for all publications to run the promotion and sell local sponsorships. Each team was tasked with securing at least one title advertiser for the sweepstakes—and ensuring that advertiser saw clear ROI.

To drive participation, each sweepstakes was supported by five invite emails sent to Adams MultiMedia’s engaged promotions opt‑in audience, consistently encouraging users to enter.

Thank‑you emails were also deployed, featuring sponsor logos and prompting participants to share the sweepstakes with friends.

Additionally, the registration form included a promotions opt‑in, allowing Adams MultiMedia to grow its internal email lists throughout the campaign.

The Results

The results of this company‑wide approach underscore the power of a unified goal with strong top‑down buy‑in. Across all markets, Adams MultiMedia generated more than 16,000 entries, including 3,000 new users added to their database. The campaign also drove 5,000+ new opt‑ins, significantly expanding their internal email list.

From a revenue standpoint, the performance was just as strong. 98% of Adams MultiMedia’s 16 regions secured a local sponsor, resulting in $48,000+ in revenue from a single National Sweepstakes.

Building on this success, the team replicated the strategy across the remaining three National Sweepstakes, driving $213,000 in total revenue from the initiative.