Reader's Digest to aggregate online sweepstakes
The Reader's Digest Association (RDA) will launch a sweepstakes-curation website the first week of July. The company will also debut mobile app versions of the Prize Digest site, which has been in beta since May, in the third quarter, said Renee Jordan, VP of RDA International Digital. The company partnered with digital agency Moving Interactive on the initiative.
Prize Digest will aggregate sweepstakes from various advertisers to create a one-stop hub for consumers. RDA created the site to reduce consumers' barriers to sweepstakes entry and to bolster advertisers' ROI and their ability to reach consumers, said Jordan.
“Marketers want to get more value for their marketing dollars, so we can create that perfect storm here,” she said.
The site will feature “typically around 1,000 sweepstakes at any one time,” said Howard Tiersky, president of Moving Interactive, adding that RDA runs “more than 100 sweepstakes a year” through direct mail, email and online channels.
Prize Digest will also feature a one-click sweepstakes entry capability called “Express Entry.” The feature will enable logged-in consumers to enter sweepstakes within Prize Digest instead of visiting a sweepstakes' outside landing page. Advertisers will be able to market promotions or email opt-ins to consumers after they enter a sweepstakes.
Sweepstakes advertisers will also be able to include the Express Entry button on their own sites, as well as display ads promoting the sweepstakes.
Prize Digest will send a twice-monthly email newsletter to members that summarizes current sweepstakes. RDA plans to also offer more targeted email newsletters that will alert members to new or ongoing sweepstakes based on an individual's entry history. Members will be able to determine whether to receive these emails on a daily or weekly basis, said Jordan.
“We'll start to integrate the database and user profile information to create a better experience,” she said, adding that RDA will not share any personally identifiable information with advertisers.
RDA has promoted Prize Digest to its sweepstakes mailing list subscribers for “live usability testing,” said Jordan. It will expand the promotion for the site's official launch.