Driving Growth Through Weapons Systems Sweepstakes campaigns
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Our Briefing
Murray Road Agency set out to elevate client acquisition and engagement across multiple brands by executing a series of sweepstakes campaigns. The objective was to capture qualified leads, boost campaign visibility, and connect brands with their ideal outdoor lifestyle audiences through interactive, incentive-based marketing.
Over the course of 13 sweepstakes, each built around a different seasonal or brand-aligned theme, we tested creative, targeting, and funnel approaches to measure what delivered the best results.
Insight
Not all giveaways perform equally—and our data reinforced that success is driven by relevance, simplicity, and timing. Campaigns tied to emotionally resonant or aspirational moments (like Father’s Day or outdoor experiences) significantly outperformed others. Meanwhile, niche gear-focused campaigns had fewer participants but the most efficient conversions, proving that audience alignment is more valuable than mass reach alone.
The Solution
We developed a scalable, insight-driven sweepstakes strategy that could flex across themes and platforms.
Key Elements Included:
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Tailored Campaign Builds: Each sweepstakes was customized with brand-specific messaging and seasonal relevance to capture intent-driven audiences.
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Optimized User Flow: Entry pages were simplified to maximize conversion, supported by retargeting efforts and email follow-ups for higher participation.
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Performance Tracking: Campaigns were tracked with detailed UTM structures to measure impressions, user actions, and conversion performance across all phases.
The Results
Top Performing Campaigns
| Campaign Name | Conversion Rate | Users |
| TrueTimber x Honda Generator Sweepstakes | 55.8% | 304 |
| Ultimate Father’s Day Sweepstakes | 51.1% | 3,248 |
| Big Bass Blast | 47.7% | 1,074 |
| 2024 Feed Your Wild Side Sweepstakes | 40.4% | 6,661 |
These campaigns demonstrated strong alignment between audience interest and campaign theme, leading to high conversion rates and substantial user participation.
Key Takeaways:
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Father’s Day campaigns showed consistently high engagement and conversion.
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Niche product giveaways (like TrueTimber x Honda) had fewer users but the highest conversion, indicating precise audience targeting.
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Seasonal campaigns (e.g., Black Friday, Bow Ho Ho) had moderate results, showing potential with better timing or creative.
The Conclusion
These 13 sweepstakes campaigns proved that when timing, audience, and creative align, the results go beyond expectations. Murray Road drove nearly 60,000 users into brand funnels with a 37% average conversion rate—well above industry benchmarks. From high-performing Father’s Day activations to niche gear giveaways with top-tier efficiency, our insight-led strategy delivered measurable growth across the board.
At Murray Road, we don’t just run giveaways—we build momentum. With audience-first strategy, sharp creative, and performance tracking baked into every campaign, we’re ready to help your brand activate, engage, and convert at scale.