I actually gave away a Porsche 911. This was not a mall giveaway but a marketing experiment for my new startup: Flat 6 Club.
Yes, we wanted something in return, in this case, we wanted you to buy a t-shirt or start a subscription (merch+content+events), which gives us essentially all the same info, which would enter you in a sweepstakes to win the car. We also wanted to promote the club, which we did.
We researched it and contracted a sweepstakes company who helped us run the sweepstakes legally.
In the end, we gave away the car to a very nice man and his wife, who we flew in from Minnesota to San Diego for the giveaway event.
Some people did think it was a scam.
But there are several operations that actually do give cars away such a Omaze, Diesel Brothers and many more.
There’s a model there based on the new post-search world we live in that has to do with high engagement increasing Return On Ad Spend and other AdTech voodoo.
No doubt there are lots of scams but there are also real winners out there.
We’ve only given away 1 car. We learned a ton.
I decided to kill the monthly subscription after we gave away the car because we grossly underestimated the amount of up-front ad spend required to achieve a good ROAS and I knew we wouldn’t be giving away another car for a long time.
The biggest surprise to me was hearing from people that were sad that we killed the paid membership/giveaway program.
This was $9.11/mo for membership and occasional swag drops and automatic entry into our next giveaway —whenever that might be. I communicated personally with some of these folks.
The gist of what I learned was that for $9.11/mo, people enjoyed the hope that they may one day win a 911. We literally had people beg us to bring it back. This is probably the same happiness that a lottery ticket brings to many people. It’s not really that they expect to win. As long as someone wins, they’re buying some hope, some excitement… a dream.