Sweepstakes are one of the most powerful ways to start a relationship with consumers that aren't yet your customers. When a brand offers something of real value to an audience there is an enormous opportunity to start communicating directly between both parties. Most brands use fleeting sweeps as a way to gain likes, or shares on social. I have yet to meet an accountant that can put a real value on those tactics. Instead, the real value is in collecting first party data.