12,000 test-drive requests captured: the power of affinity-based sweepstakes
A European automotive manufacturer was preparing the launch of a new urban SUV and needed to generate a massive volume of dealership test-drive requests while enriching its CRM. Vertical Hero designed and operated a dedicated sweepstakes deployed across its automotive and lifestyle network, amplified by targeted email and display.
The challenge
The Vertical Hero approach
A dedicated sweepstakes (instant win + grand prize draw) deployed across our automotive and lifestyle sites, with built-in CRM qualification and multi-channel amplification.
Instant win + grand prize draw mechanic
Users entered by providing their contact details, current vehicle model, and preferred dealership, then instantly discovered if they won one of the immediate prizes (car accessories, fuel vouchers). Every participant was automatically entered into the grand prize draw — a VIP weekend test-drive of the new SUV.
CRM qualification built into the form
The entry form included qualification fields required by the manufacturer: current model, annual mileage, expected renewal timeline, and preferred dealership. This structured data was injected directly into the manufacturer's CRM for immediate sales follow-up and predictive purchase-intent scoring.
Multi-channel amplification across the network
The campaign was amplified through targeted CPC email on our automotive databases (conseilsauto.fr, 350,000 active opt-in contacts) and contextual display banners on the auto and leisure pages of our network — conseilsauto.fr, loisiretaventure.fr, slowvibes.com. This amplification maximized qualified traffic to the sweepstakes.
Real-time tracking and optimization
Daily monitoring of participation rate, cost per test-drive request, and CRM field completion rate. Underperforming traffic sources were reallocated in real time to the channels and placements showing the highest qualified test-drive conversion rates.
12,000
Qualified test-drive requests in 5 weeks
28,000
CRM contacts enriched with vehicle data
18%
Participation rate among exposed audiences
-52%
Cost per test-drive request vs. benchmark
Why Vertical Hero made the difference
Qualified, engaged automotive audience
Sweepstakes participants were active readers of our automotive and leisure sites — profiles genuinely interested in the auto world, not just prize hunters. This audience quality explains the exceptional 18% participation rate and, more importantly, the relevance of the CRM data collected: 92% of participants completed every qualification field.
Game mechanics optimized for conversion
The combination of instant win (immediate gratification) and grand prize draw (aspirational reward) is the mechanic we've refined across hundreds of campaigns. The instant prize ratio, perceived value of the grand prize, and number of form fields were all calibrated to maximize participation while preserving data quality.
Built-in amplification at no extra cost
Email and display amplification across the Vertical Hero network was included in the campaign package. No additional media costs, no third-party negotiations: all traffic came from our own audiences, guaranteeing full control over traffic quality and complete transparency on participation sources.