A sentence on a poster can seem innocent and yet leave room for discussion. “Win a weekend away,” for example, says little about dates, accommodation, and additional costs. Use the example questions below to make the terms and conditions of a giveaway more concrete before you publish the text.
From campaign slogan to clear agreement
The examples below are redactional building blocks for a briefing. They are not complete model terms and conditions. First fill in the factual choices; then have it assessed whether the whole fits your promotion.
“Everyone can participate”
Elaborate: for which persons and region does the promotion apply, and what exceptions are there? If employees or directly involved partners are not allowed to participate, this must be recognizably reflected in the agreements. Also consider how you will check this in practice.
“Participate until the end of the month”
Elaborate: the exact closing date and time. Ensure that the form closes at the same time. For an international target audience, it must be clear which time is meant. A poster, a confirmation email, and the promotion terms and conditions should not differ from each other here.
“Win a chance for a weekend away”
Elaborate: what the prize includes. How many people, which accommodation, and which available period? Are transport or extra expenses included? Confirm this information with the party providing the prize before you publish a more attractive description.
“The winner will be notified automatically”
Elaborate: when and through which channel you will contact them, what information is needed for the transfer, and who handles questions. Also describe in advance how you handle a winner who does not respond.
What else belongs in the document besides these examples?
Establish the organizer, the method of participation, the winner selection, and the contact point for complaints. The Code of Conduct for Promotional Games of Chance contains the applicable rules. For small promotional games of chance, an exception to the extensive terms and conditions obligation applies; even then, the Ksa recommends concise game terms.
Have someone look for contradictions
Give a colleague three documents: the advertisement, the promotion page, and the terms and conditions. Ask them to exclusively mark differences. Is the prize described the same everywhere? Is a participation restriction only found in small print? Fix the entire participant journey, not just one document.
Maintain one dated version internally and record who did the final check. Align forms and automatic messages with that version. General marketing choices, such as the campaign goal and measuring success, are covered in the article on setting up a giveaway.
Ready to translate these agreements into a campaign? Discover how a giveaway via Loteraise works and discuss the setup of your promotion.