Top 3 CPG Sweepstakes Tips To Run an Exciting Promotional Campaign

Top 3 CPG Sweepstakes Tips

Consumer product goods (CPG) brands do not have it “easy” by any means. The industry is responsible for $2 trillion of the American GDP. There are thousands upon thousands of products lining the shelves of stores across America. And, worst of all, consumers are increasingly less brand loyal with each year. With thousands to compete against, CPG brands must remain agile in order to delight consumers and foster brand loyalty. 

According to our recent survey of over 542 marketers, The State of Promotional Marketing, 71% of them plan to execute some type of promotional campaign within the next 12 months. As such, we’ve taken it upon ourselves to identify our top CPG sweepstakes tips. Written specifically for CPG brands, these tips will help bring your promotional marketing campaigns to life, increase conversions, and put you on top of the marketing world. 

At MRi, we have over 25 years of experience working with the world’s top CPG brands, like PepsiCo. We know a thing or two when it comes to CPG marketing and hope our CPG sweepstakes tips guide your brand. 

Incorporate Clever Packaging For CPG Sweepstakes

The first sweepstakes tip for CPG brands is to use your packaging to your advantage! As a consumer packaged good, odds are you have at least some sort of packaging you can leverage here. Why waste valuable space when it can be used to catch consumers’ attention? Use every inch you can!

Other advertising options, like social media ads, google ads, billboards, and even in-store displays are all great tools, but advertising for your sweepstakes on the product itself makes it that much easier for consumers to be informed about the sweepstakes and how to enter/win. When sharing pertinent information like rules and how to enter, the simpler the better. Be as clear as possible to eliminate confusion and potential fraud. You’ll want to be sure you’re abiding by the sweepstakes laws by state for wherever your CPG sweepstakes is active. 


But, don’t be afraid to be clever or creative. Let your brand and its unique personality shine throughout every aspect of your promotional campaign including its packaging. 

One of our partners who have executed great packaging as part of their CPG sweepstakes is Chewy Dipps. To support their award-winning “Llama Rama”  promotional campaign, Chewy Dipps created an adorable Llama character. Featured heavily across all channels, this lovable llama quickly caught the attention of consumers. This helps in drawing more eyes to the product itself and encourages people to pick it up.

CPG Sweepstakes and Unique Codes

Our second CPG sweepstakes tip to guide your brand through executing promotional campaigns is to utilize unique codes. Unique codes have been used for decades in sweepstakes marketing, and we’ve generated literally billions of them. 

Typically seen as under the cap (UTC) codes or on game pieces (like fountain drinks at QSRs), unique codes can be a huge tool to increase program participation, sales, and data tracking for the program. 

Not only that, but in many cases, unique codes inspire action. Consumers are motivated to visit a website, scan a code, or enter their information. One way or another, a unique code is likely to drive your consumers to convert. 

Once they do convert, your brand unlocks so much more data to use in future campaigns vs a strictly online sweepstakes entry. 

For example, In unique code programs, data can be broken down by SKU, location, retailer, and so much more.  Therefore, your brand can now gather insights like:

  • Which products or prizes consumers like most
  • Which regions generate the most participation 
  • Which social channels create the most entries
  • Much more

Armed with these insights and guided by our unique, 4-step IDEA process, your brand has the information it needs to execute even more successful campaigns down the line. 

CPG Sweepstakes Tips In Practice: Pepsi and NHL


Recently, we worked with Pepsi Canada to create UTC codes for its exciting Pepsi Hockey’s Back Contest. With this instant win game/sweepstakes, Pepsi needed enticing consumer engagement that would raise awareness of their sponsorship with the NHL. The “Pepsi Hockey’s Back Contest” was the perfect promotion to bring excitement to Pepsi and NHL fans all across Canada. With UTC codes, Fans could find the on-pack codes on specially marked Pepsi products, seamlessly enter the codes on the promotion’s microsite, and have a chance at receiving an instant prize PLUS an entry to the grand prize sweepstakes.

Powerful Partnerships

Our third CPG sweepstakes tip is to partner with another brand. But, not just any brand will do the trick here. When done correctly, your brand seamlessly expands its reach to new audiences. When done without a clear purpose, your brand may confuse consumers. 

Brand partnerships are very effective at increasing engagement and awareness for sweepstakes. However, before partnering with a brand there is an important consideration you should make; Will that brand’s partnership strengthen my campaign? Or will it just complicate the campaign?

These are important questions because increasing your reach with a partnership may not be as meaningful if the other brand’s audience won’t be interested in your brand. As always, there are exceptions, so make sure to use your best judgment and do what is right for your brand. Keep in mind logical pairings that might work well. For example, if your brand sells delicious salty snacks, you might want to pair up with a refreshing beverage company. 

Brand partnerships can extend beyond the obvious flavor pairings found in most convenience stores as well. Consider other brands or companies that share similarities with your brand. If their target audience is aligned with your brand’s target audience, chances are it’ll be a winning partnership. 

CPG Sweepstakes Tips in Practice: Credit One Bank

Our client, Credit One Bank, has plenty of experience partnering with other brands for promotional campaigns. After having identified their unique purpose, Credit One Bank decided a brand partnership was right for their brand. 

Plenty of work went into identifying the perfect partnership. Ultimately, Credit One joined forces with WWE, forging a lasting brand relationship. Credit One understood that WWE fans, in general, tend to fall within their target audience. By associating themselves with a beloved brand, Credit One Bank was able to reach even more people, and used promotional campaigns to incentives new cardmembers to sign up. 

Customized CPG Sweepstakes Tips For Your Brand

These three CPG sweepstakes tips are just a starting point for you. We hope that these three tips inspired your CPG brand to create an engaging and exciting sweepstakes for your consumer. Of course, we are always here to help you with whatever you may need. 

We’re proud to offer full-service promotional campaign administration. From ideation to analysis, our dedicated marketing experts will be by your brand’s side every step of the way. For your own CPG sweepstakes tips tailored to your brand’s needs, contact one of our consultants for a free consultation today.

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Systems and Network Administrator

About Us

Marketing Resources, Inc. is a leading promotional marketing agency that specializes in purpose-driven promotions. With over 25 years in the business, MRi helps brands Identify, Develop, Execute, and Analyze promotions and marketing projects that consumers love. We’re a team full of committed, passionate, solutions-driven, hands-on, and innovative individuals who collaborate to bring success to our client’s programs.


The System and Network Administrator plays a critical role on the MRi Digital team, and overall in the success of our company. They are responsible for the day-to-day administration and technical support of complex Linux servers, Virtual Infrastructure and Systems Management, and maintenance and support of end-user systems. You’ll be working closely with our teams on client projects and making sure our internal systems are updated and secure. 

Our ideal candidate will be proactive, have great organizational skills, not shy away from communication with our teams, think through and help solve different problems, and gain an understanding of our business to help our team achieve amazing results.

In this role, we’re looking for that person who does not accept average.

You will help us create the best digital, promotions, products, and campaigns to achieve our client’s marketing goals. MRi takes pride in our ability to constantly push the boundaries of development in the digital promotions space, and you will take an active role in working closely with our client services, business development, creative, and project management team to guide, develop, and deliver exceptional work for our clients and partners.

Our ideal candidate will be proactive, have great organizational skills, not shy away from communication with our teams, think through and help solve different problems, and gain an understanding of our business to help our team achieve amazing results.

Responsibilities May Include

  • Design, install, configure, upgrade, maintain, monitor, and tune performance of Linux-based servers and infrastructure, both internal and client-related promotions.
  • Provide support for problems and issues that come up from our clients, vendors, and internal teams.
  • Examine and audit various server logs and determine if any corrective action is required.
  • Review releases of new operating systems and evaluate the implementation in the enterprise.
  • Install, configure, and maintain server firewall and other security software.
  • Identify and provide technical resolution for potential security breaches, then establish and monitor security and apply appropriate fixes.
  • Implement and maintain technical solutions for disaster recovery and business continuity of enterprise and client systems.
  • Select the ideal server hardware for the company’s needs and administer physical server hardware, including repair and replacement of parts as necessary.
  • Monitor and maintain proper end-user system security by ensuring operating systems and software are up-to-date and applying patches as necessary.
  • Maintenance and support of all end-user service accounts including Office365, Google Workspace, hosted VoIP accounts.

The Essentials

  • 1-2 years of experience in Linux server administration in a small to midsize environment.
  • Bachelor’s degree or minimum 4 years of related work experience.
  • Able to effectively plan, deploy and administer Linux servers in an enterprise environment.
  • Strong familiarity with Linux OS, Windows, macOS, application, and hardware troubleshooting.
  • Familiarity with VMware ESXi and XenServer/XCP-NG, DigitalOcean, Amazon AWS, and Docker.
  • Networking and Storage – Familiarity with pfSense (*BSD pf) firewalls, Ubiquiti network gear, Synology NAS equipment, iSCSI, NFS, SMB, and AFP file protocols.  TCP/IP, UDP, and VLAN. configurations to manage networking and storage.  
  • Ability to compose thorough and clear documentation on routine tasks, standard operating procedures, and other documents beneficial to team members.

You’ll stand out if you have experience with

  • Debian-based Linux or Ubuntu operating systems, roles, services, concepts, security, permissions, middleware, and facilities required. (e.g. SMTP, NFS, SMB, iptables, LVM, LUKS).
  • Amazon AWS S3, EC2, and ElasticBeanstalk required.
  • Samba4 as an Active Directory Domain Controller, Administering Active Directory through. the use of GPOs and OUs.
  • Supporting Windows and macOS systems.
  • Scripting concepts and methods with competence in at least one relevant language (e.g. Bash, Python, Perl, etc.)
  • Internet clients/servers/protocols, including HTTPS, SSH, MTAs (e.g. Postfix).
  • An ability to explain complex technical processes in a more simplified version to team members, clients, and partners.
  • Experience with IT project management practices and techniques.
  • Strong written and oral communication skills.

The Perks

  • Medical insurance options
  • Dental insurance
  • 401(K) plan with company match
  • Flexible remote work policy
  • Paid sick days
  • Generous vacation and paid holidays

Interested in applying?

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