1. US SWEEPSTAKES & FULFILLMENT CO.
CAPABILITIES OVERVIEW
2009

2. 2 Who We Are

3. Laughton Marketing Communications, Inc.
3
 US Sweepstakes & Fulfillment Co./A Laughton Marketing Communications
Enterprise
 Over 25 years experience – Industry Knowledge & State of Art
 Seasoned Staff – Sales Promotion, Marketing, Account Service, IT, HR/Finance
 Sweepstakes, Contests, Rebates, Games of Chance, Insured Programs
 National Fortune 500 Clients
 Automotive, Supermarket, Alcoholic Beverages, Financial Services, Fast Food, Magazine Publications,
Supermarkets, Consumer Package Goods, Entertainment, Pharmaceutical, B2B, B2C
 Doug Laughton – Owner/President
 1975 - VP Blair/BBDO – Full Service Advertising Agency
 1983 – Founded Laughton Promotional Marketing
 1988 - Founded Laughton Marketing Communications, Inc.
 2003 – Founded US Sweepstakes & Fulfillment Co.
 2004 – Web Development Partnership Grip Media
 Barbara Laughton – Managing Partner/Vice President
 1987 – University of Rochester, VP Marketing & Public Affairs
 1995 – McCann Erickson WorldGroup/IPG - VP/Account Services & Marketing
 2007 – LMC/US Sweepstakes – VP Client/Services & Marketing
 2008 – LMC/US Sweepstakes – Managing Partner/VP Client Services

4. LMC/US Sweepstakes & Fulfillment Co.
4
 Doug Laughton - President
 Barbara Laughton - Managing Partner/VP Client Services
 Aaron Steve - Director of Account & Technical Services
 Tammy Truax – Director of Finance & Human Resources
 Pascal Sureau - VP Client Services & Alliances
 Dan DeFelippi - Director of Web Development
 Ann Holstrom – Account Supervisor
 Lisa Smith – Senior Account Executive
 Lee Pfeil – Web Lead Designer
 Seth Whitaker – Web Developer
 Nicole Welshhons – Account Coordinator
 Kathy Behringer – Administrative Assistant

5. 5 What We Do

6. Sweepstakes & Contest Administration
6
 Promotional & Tactical Ideas  Procuring Affidavits of
 Legal Advice and Counsel Eligibility & Publicity/Liability
Release
 Writing of Official Rules
 Procuring/Warehousing/
 Procuring Surety Bonds
Fulfillment of prizes
 State Registrations/Filings
 Creating/Distributing Winners
 Providing PO Boxes/"Mail-to“ Lists
Addresses
 Indemnification - $5 Million
 Online Hosting/Interactive Liability & Errors & Omissions
Services/Creative Design
 Issuance of IRS 1099 forms
 Contingency Insurance
 Data Entry
 Winner
Selection/Confirmation  Rebates

7. Promotions & Rebates
7
Promotions Rebates
 Grand Openings  Dedicated Program Manager
 New Product Launches  Rules Development
 Traffic Builders to Retail  Legal Compliance
 Traffic Builders to Websites  Data Analysis
 Database Marketing  Indemnification
 Surveys  Financial Management
 Merchandising  Implementation & Setup
 In-store merchandising  Claim Receipt/Verification
programs  Data Entry/Storage
 Premium Incentives
 Check Stock/Pressure Seal
 Couponing Programs
 Customer
 Tie-in’s & Cross Promotions Service/Compliance
 File Uploads/Reports

8. 8 Web Development
Online Sweeps Capabilities

9. Web Development
9
Services & Capabilities Project Examples
 Custom Web applications  Equipment Online Configurator
 Online Sweepstakes
 Custom business applications
 Online Store
 Database-driven Web sites
 Database-driven Web sites
 Web portals (online sweepstakes and  Ticket Sales and Management
registrations - ticketing)  Registration Portals
 Website Design  Content Management System
 E-commerce  Enterprise Resource Planning
 CRM System
 Custom database applications
 Online Quote System
 Data Analysis & Metrics
 Inventory Management
 Backend Administration  Student Tracking/Assessment
 Games
 Educational Software
 Front Ends to GIS
 Hotel Online Reservation Interface
 Modeling Software

10. Online Sweepstakes Development
10
 Creative Design  Database - Data
 Programming collection/manipulation
 Send-a-friend, referral links,  Hosting
bonus entries for referrals,  24/7 Admin to track all
public voting, RSS feed, viral aspects of a sweepstakes or
mini-games, widgets, email contest
campaigns, and social  24/7 admin to track progress,
networking site integration monitor prize distribution,
and submission. grade contest entries, export
 Event Sweepstakes database, check stats and
 Run on-site during special much more...
events such as concerts,  Traffic stats report
trade shows, retail promotions  Outbound broadcast e-mails
or sporting events
 Viral marketing

11. US Sweepstakes Online Tool - Enhanced
Features
11
 Automatically changes content
 Before start time
 After end time
 Sends friendly error messages
 Limits total number of entries
 Returning entry without re-entering everything
 Entry or Pin Codes for Log-in
 Vanity URLs, Custom Domains
 Flexibility
 New features can be built on request
 Rapid deployments of updates
 Instant-Wins

12. Server Configuration and Security
12
 Tier 1 data center  Segmented network
 24/7 guard, biometrics, mantrap  Dedicated switch
 Redundant power and AC  Hardware firewall
 Commodity servers  Software firewall
 Faster deployment and replacement  Controlled system access
 Limited physical access to servers  Sys admins have full server access
 Locked cabinet  Developers have limited access
 Limited personal allowed access  Physical audits performed regularly
 Low resource utilization  Quarterly security scans by McAfee to
maintain PCI DSS compliance
 Live monitoring
 Automatic notification of service  Daily backup
downtime  Onsite backup to SAN and tapes
 Daily log review for any suspicious activity  Offsite backups to Iron Mountain
 Hardware load balancing  Time Inc. Information Security
Questionnaire for Outside Companies
available with additional details

13. Data Security and Fraud Prevention
13
 SSL Encryption
 Database files are encrypted on the server
 Data transfer always encrypted
 Download from web control panel (SSL)
 Never sent through email
 Data is stored separately for each promotion
 Admin features provided on an as-needed basis
 CAPTCHA & CAPTCHA alternatives
 Advanced fraud tracking and prevention
 Active monitoring for anomalies
 Removal of PII after set period of time

14. COPPA Compliance
14
 Different entry forms based on age
 Under 13
 DOB, parent's email, nickname
 Under 18 from ME
 18 and over
 Standard entry form
 Send parent notification email
 Parent can block their child from
promotion
 Blocking entry to children under
minimum age
 Cookies harm experience on
shared computers
 Block by email used instead

15. 15 Who We Do It For

16. AAA
AOL
US Sweepstakes Client Experience
Dum-Dum Pops
Family Dollar (P&G)
Nioxin Shutterfly
Nestle Six Flags
Alberto-Culver (VO5) Fed Ex Nickelodeon (Viacom) Southern Living
Adventure Golf Food Lion Novamex Southern Living
All American Pet Food Food Network OC Post Spike TV (Viacom)
16 American Express FrenchToast.com Orlando Visitor's Bureau Spy Master Games
Andy Capp Snacks Frontier Communications OshKosh Stella Artois
Arbor Mist Wines General Motors OurPets Stein Mart Stores
Audubon Magazine Golln Harris Paramount Home Entertainment Subway
ARC Worldwide Graybar Electric Parker-Hannifin Sunset
AVA Living Heilman's Old Style Beer PBS Tastykake
Auto Zone Herbal Essences Pelco Security Systems Tequila Rose
Bakers Shoes Hoover Pemmican Beef Jerky The Dohring Company
BI-LO I.E. DuPont (Tyvek) Pendaflex Time Inc.
Baby Center.com (Div. J&J) InBev (Labatt Beer) Pocono Raceway Tourism Tasmania
Boots Retail ING Direct Pontiac Tracker Marine
Birds Eye Foods IHOP People Magazine Trek Bikes
Buick JC Penney President’s Cheese TRIS3CT
BMW Motorcycles Kodak Prime Retail Outlets Valero Energy
Canmark Technology Kohl's Dept. Stores Quark Veg-All
Carters McDonald’s Raymour & Flanigan Furniture VH-1 (Viacom)
CA Travel & Tourism Labatt USA Real Simple Wendy's
Chattam (pHisoderm) Lennox Industries Rhino Linings Wheatley & Timmons
Christopher Bean Coffee Little Debbie Rainforest Café Whole Foods Markets
Circle One Lowenbrau Rustoleum Xerox
Clearwater Seafoods Marc USA Rite-Aid ZooToo
Coastal Living McDonald’s Safeco
Cooking Light McMillan Study Guides Sapporo Beer
Cooper Vision MyHomeIdeas.com Seneca Foods
Corning, Inc. MyRecipes.com Sharpie
Darien Lake Theme Park Mobile Messenger
Dodge Nationwide Insurance

17. TRIS3CT - President’s Cheese Grilling Party
17

18. TRIS3CT - President’s Cheese Grilling Party
18

19. TRIS3CT - President’s Cheese Party
19

20. TRIS3CT - President’s Cheese Party
20

21. TRIS3CT - Schlitz “Gusto”
21

22. TRIS3CT - Schlitz “Gusto”
22

23. 23 Incentive Industry

24. Incentive Industry Today
24

25. 25 Promotions 2.0

26. Promotions 2.0 – The Second Generation
26
 Promotional sweeps, games and contests – no longer
marginal add-ons.
 Have become core to the marketing mix and are
increasingly being utilized by companies not only to
drive traffic to their Web sites but also to build their
brands.
 Marketers have to learn about their customers. The old
enter-and-win promotions no longer cut it in the age of
relationship marketing.
 Sweepstakes have become the new “audience
development” tool.

27. Promotions 2.0 – The Second Generation
27
 Just look at some of the latest innovative promotions:
 Doritos executed its second annual Crash the Super Bowl
Contest, resulting in a 60-second ad that consisted of a
consumer-generated music video.
 Pepsi launched its biggest promotion ever with a Justin
Timberlake advertisement promoting its new Pepsi Stuff loyalty
program.
 Unilever's Sunsilk hair care brand kicked off its Life Can't Wait
consumer-generated contest promotion featuring Madonna,
Shakira and Marilyn Monroe.
 P&G's Tide brand created a My Talking Stain promotional
microsite that invites consumers to submit their own stain ad and
enter an instant win game.

28. Promotions 2.0 – The Second Generation
28
 The days of mass audience prizing are over. Consumers
now want targeted brand/lifestyle experiences.
 Online sweepstakes, user-generated contests and
instant-win games. These drive brand engagement, and
as a result create definitive and measurable results.
 Want to motivate people on the Internet? Then offer
them interactive promotions like these.

29. Interactive Content
29
 Games
 Optional, not part of promotion
 Integrated (e.g. Instant-Win)
 Videos
 Ad spots and promos
 Movie trailers / previews
 User voting/rating
 Comments and feedback

30. Interactive – Little Debbie
30

31. Interactive Content – McDonald’s
31

32. Interactive Content – McDonald’s
32

33. Interactive Content – McDonald’s
33

34. Interactive Content – McDonald’s
34

35. 35 Consumer Motivation & Participation

36. Why Sweepstakes?
36
 Relationship Marketing:  Consumer Motivation:
 Sweepstakes are simple
 Hundreds of thousands of promotions that can resonate
contacts can be garnered and with your target. Given current
can now be used for future, economic climate, consumers
cost-effective, one-to-one, are more actively looking for
brand-to-consumer dialogue promotions offering a chance
at winning items of interest
— which is typically the end- that are free.
goal of any sweepstakes.  Lifestyle Marketing:
 Cost Effective:  Thinking strategically about
 Results can be attained at a the target audience and their
lifestyles, and giving that
fraction of the cost and time it audience opportunities to win,
takes to generate the quantity can result in successful, cost-
and quality of consumer effective incentive campaigns.
brand interaction used with
traditional media and
methods.

37. What About Prizes?
37
 Prizes must align with consumer’s interest.
 The more a giveaway item aligns with the target audience's
interests and the more directly it ties to the consumption of the
brand, the greater the participation.
 Prize must be relevant and interesting.
 Developing a prize that is both relevant and interesting to the
audience is critical in generating maximum participation.

38. Prize & Sweeps Frequency?
38
 Multiple Prizes and Multiple Sweeps
 It's the dangling carrot — the incentive that motivates a
consumer to take an action.
 With tight budgets, you can offer a handful of “baby carrots”
rather than one large carrot.
 Instead of investing in one grand prize for one winner for a new
promotion — like $1 million, one big trip or a new car — you can
offer a handful of smaller giveaways to a greater number of
winners.
 Websites – opportunity to host multiple sweeps at the same time
and at multiple levels with different frequency – daily, weekly,
monthly, annually.

39. InStyle Weddings – Spring “Diamond Giveaways”
Multi-Prize and Weekly Frequency
39
 Perfect example of Lifestyle Marketing
that can engage the bridal market and
appeal to InStyle’s “Invaluable
Enthusiast” Target as well. Cross-
promoted on both InStyle.com and
InStyleWeddings.com
 Prize Appeal – Brides, Diamonds and
Glamour – Align prize to consumer’s
interest.
 Multi-prize tiered sweepstakes for
Spring and Fall bridal market with
weekly winners – high frequency and
motivation to return to the site each
week and re-enter.
 Drive traffic back to site and drive traffic
within site to increase page views and
stay longer.
 Total Entries: Over 175,000 - 60 days
 Total Unique Visitors: Over 20,000 – 60
days

40. Instant-Win Game – Bed Bath & Beyond
40
The "Bed Bath
and Beyond
Take a Spin
Game and
Sweepstakes"
was developed
for Brides.com.
This Promotion
consisted of
forty-three daily
"instant win"
and six weekly
prize winners.
Entrants had to
spin the slot
machine and
receive three of
a kind to be
deemed a
winner.
Demo:
http://www.ideal
sweepstakes.co
m/demo/sweeps
/spinandwin/

41. Instant-Win Game – Collections Etc. Catalogue
41
The Collections Etc.
Bruce's Jolly Jackpot
Sweepstakes was
part of the online and
catalogue retailer's
holiday promotion
featuring the brand's
cartoon mascot,
Bruce. Entrants
played a spin-to-win
style instant-win
game and received
coupons and
notifications via
email immediately
upon entry. The
promotion awarded a
Grand Prize of
$2,500 and coupons
and discounts to the
Sponsor's online
store. Over 75,000
entries.
Demo:
http://demo.idealswe
epstakes.com/jollyjac
kpot/

42. What Works?
42
 Consumers are more likely to sign up for a sweepstakes or contest
if they feel their chances of winning are enhanced.
 The “Wow! I could really win this” factor, is truly a powerful
motivator.
 Creating a positive brand experience is beneficial with more than
one winner.
 By selecting 50 people to win $1,000 versus one person to win
$50,000, marketers are able to build an army of loyal brand
ambassadors who will continue to promote the brand.
 People love winning free stuff — Period! — and that's true in any
economic climate.
 Consumers are paying more attention, and even the smaller prizes
are generating a great deal of interest.
 Capitalizing on smaller, lower-value items allows you to imprint your
logo or message, which permanently reinforces consumer loyalty
and provides a little more “bang for your buck.”

43. Video Driven & Interactive – Pontiac & Alberto
Culver
43

44. Sweepstakes with SMS (text) integration - Tastykake
44
The Tastykake Eagles
Football Promotion is
an ongoing effort to
increase brand
awareness among its
target audience in the
mid-Atlantic states. The
Sweepstakes features
an interface that allows
text messaging (SMS)
and online entries. The
Sweepstakes offered
weekly prizes of ticket
packages to
Philadelphia Eagles
home games and a
Grand Prize of 2009
Season Tickets to the
Philadelphia Eagles.
Demo:
http://demo.idealsw
eepstakes.com/tast
ykake/eagles08/

45. Viral Mini-Games
45
Viral Mini-Games
are perfect for
spreading your
offer in a fun and
engaging way as
friends distribute
the game to each
others. Your brand
and message can
be part of the game
play so it becomes
something users
interact with and
remember.
Mechanisms are
built in to allow
people to easily
pass it onto others.
http://idealsweepstakes.com/instant_win/www/

46. Social Media Integration
46
 Send to a friend
 Minisite with blogs
 Social media services
 Share links
 Facebook app
 Twitter
 Widget
 Display entry form on any website
 Only a few lines of code

47. Contests & User-Generated Content
47
 Essays
 Uploads
 Media (images, videos, audio)
 Documents (DOC, PDF, text)
 Anything!
 Media gallery and video player
 Judging done through management
panel in database
 View contest essay without PII
 Grading

48. User Generated Content “Schick”
48
 User-generated content (UGC) Contest
refers to various kinds of media content
that are produced by end-users and
submitted into a contest. SHICK's
Transform into Wolverine User Generated
Content Contest includes video upload,
video management admin and grading
tool.

49. Referrals
49
Bonus Entries Referral Links
This gives incentives to your sweeps Referral Links are special links that track
entrants to refer others. Now you can all registrations to the referrer, allowing
leverage your Send-A-Friend by them to receive additional entries,
providing a referral mechanism that is coupons, or other bonuses. A referral link
easy for visitors to use. You can decide can be posted anywhere such as email
how many bonus entries each referrer signatures, chat forum profiles, or social
will be entitled to receive. networking sites.

50. Send-A-Friend
50
Send-A-Fiend is
a tool that allows
visitors to share
with others info
on your sweeps
just with the
click of a button.
One friend tells
another, who
tells another,
who tells
another…

51. Email Campaigns
51
Email can have a
powerful viral
component. Take
the opportunity of a
registration email to
promote your
website or
products. Include a
referral link and
encourage entrants
to forward the
email to friends. By
running a reminder
email campaign
you can
periodically
encourage
previous entrants
to comeback.

52. Time Inc. Promotions – Advertiser Tie-Ins
52

53. Consumer Engagement – Uploading Recipes
Cooking Light “Ultimate Recipe Contest”
53
The Cooking Light Ultimate
Recipe Contest is an annual
contest conducted by Cooking
Light Magazine.
USSweeps is handling all
administrative and legal
compliance services. We also
provided design, development,
hosting, and data collection with
a specialized grading tool for
the contest.
The data collection
administration section includes
the entry grading tool which has
a searching and sorting
capability.
When Time Inc. requested a
specialized list of entrants to
assist with grading, USSweeps
delivered by providing an easy
to read, comprehensive list of
entrants sorted by recipe
category and in a word format
document, easily accessible to
them via web on a daily basis.
https://www.idealsweepstakes.com/
cookinglight_recipe/

54. Real Simple "Lindt Simple Indulgence" Sweepstakes
“Push Trial” – Advertiser Product
54
The Real Simple “Lindt Simple
Indulgence” Sweepstakes is both an
online (at realsimple.com) and retail
store (hard copy) sweepstakes. It has
multi-level advertising support and
prize packages, with an enticing
product message.
It’s an excellent example of a
magazine/advertiser tie-in that
enhances the Real Simple brand while
pushing product trial of the various
Lindt chocolate assortments.
US Sweepstakes is responsible for all
sweepstakes administration, legal
compliance, promotion materials review
and prize fulfillment. It’s an interesting
mix of a significant grand prize (a
year’s worth of chocolate), daily
winners and bonus retailer prizes.
Promotional support materials included
an FSI with a magazine subscription
offer as well as a header card, tear-off
pad and magazine advertorial.
https://www.timeinc.net/rsn/secure/swe
eps/docs/lindt/index.htm

55. Advertising and Promotional Support Materials
Real Simple “Lindt Simple Indulgence” Sweepstakes
55

56. Online Sweeps Events – Essence & Darien Lake
Interactive Kiosks On-Site
56

57. Imagination Farms – Disney
Interactive & Educational
57

58. Trade Promotions - DuPont & Parker Hannifin
58

59. Tourism - Australia
59

60. Sports Marketing
60

61. Theme Parks – Camelot Park/Hard
Rock/SeaWorld
61

62. Sweepstakes 2009
62
 National Exposure: Promoting a particular product through a free drawing can bring
nationwide, or even world-wide exposure through the wonder of the world wide web.
 Increase Business/Traffic to Web Pages: Online Sweepstakes can be a boon to
business and increase web page traffic, length of stay on your site and ability to get
readers to “sign up” for more newsletters and messages.
 Industry Wide: Unique form of Advertising : Used to support traditional consumer
products (e.g. cars, food etc.) and non-traditional (e.g. drugs, surveys, etc.).
 Audience: Covers breadth and depth of the advertising spectrum, with people from
key demos/target groups gaining exposure to products and services.
 Cost-Effective: Project cost, fulfillment – all upfront costs that are far less than
traditional banner and print advertising to support a promotion.
 Cross Promotion and Referrals: Refer a Friend – Passes on to countless others;
sweepstaking networks" are comprised not only of those who love to win prizes, they
are also valuable consumers who are gaining exposure to new products and
services each and every week, thus broadening the consumer base for a business.
 Interaction with Consumers: Ongoing opportunity to dialogue in variety of ways –
Mobile Text Messaging, User Generated Content, Social Networking, RSS Feeds