Sweepstakes Captures Major First Party Data Growth and Revenue

The Idea

AL.com determined that their client, Piggly Wiggly, was looking to gain a better understanding of their customers. They also wanted to increase their e-newsletter list and number of app downloads. The AL.com team knew that a sweepstakes with a great prize would be the optimal way to engage their customers effectively to drive needed 1PD and list growth.

The Execution

They created a sweepstakes with a grand prize of $2,000. Within the sweepstakes, they included multiple required form questions to collect needed data for Piggly Wiggly like:

• Do you regularly shop at Piggly Wiggly?
• How often do you shop for groceries?
• What factor(s) most influence where you shop for groceries?

The team also decided to provide multiple options for extra chances for app downloads, Instagram follows, Facebook likes, and the opt-in for Piggly Wiggly’s e-newsletter.

Additionally, they curated direct mail postcards designed with a custom QR code that took customers directly to the sweepstakes.

The Results

The results blew everyone away! Over 4,000 people participated, providing Piggly Wiggly with a huge amount of new data. The sweepstakes also helped them gather 1,900+ opt-ins for their e-newsletter, 755 app downloads, and 2,000+ Instagram follows and Facebook likes. AL.com secured $5,000 in revenue through direct contest distribution and $32,525 in revenue through the direct mail postcards.

This contest was the highest-ranking local contest and 3rd highest overall contest that Alabama Media Group has created. The Piggly Wiggly team was beyond thrilled and signed up for another contest months later (Christmas on the Pig). They even signed on for 2 more contests for the following year!