A prize draw platform is essential for boosting a marketing campaign. Relying on chance and suspense, prize draws generate engagement by promoting the value of the prizes. They stimulate participation over time and offer a concrete opportunity to collect data to enrich your CRM database. Integrated into a larger campaign or used as a one-off event, this type of marketing game is effective in activating an audience and strengthening brand awareness.
But behind its apparent simplicity, prize draws often involve more structured logistics than traditional competitions. Choosing the tool, verifyng entries, managing winners: these are all steps that need to be planned in advance. This often raises the question: How to set up a prize draw?
This article presents the best solutions available, with a handy checklist to help you choose the prize draw platform best suited to your marketing objectives.
How does a prize draw work ?
A prize draw is a mechanism for randomly selecting one or more winners from a list of participants. Frequently used in marketing games or loyalty programs, it is based on a simple principle: luck. Each participant must have a fair chance of being selected, provided they have complied with the terms and conditions set out in the rules of the game.
From a legal standpoint, prize draws must be governed by official rules specifying the criteria for participation, the date on which the winners will be selected, and the number and nature of the prizes. These rules may be filed with a bailiff to ensure their legal validity, although this is not mandatory. Finally, the collection and processing of personal data must comply with the GDPR. Rigorous management is therefore essential to ensure transparency and compliance in its animation.
3 methods for setting up an online prize draw
There are several ways to conduct an online prize draw, depending on your needs, budget and the level of omplexity of the campaign. Some brands opt for easy-to-use tools, while others look for a more structured or automated solution.
Here are three common approaches to setting up an online prize draw, with their advantages, limitations and most suitable use cases.
1. The manual method (using Excel)
A manual prize draw involves extracting the list of participants (often via a form or spreadsheet) and then using a random function in Excel or Google Sheets to select one or more winners.
Example formula in Excel:
=INDEX(A:A;ALEA.ENTRE.BORNES(1;NBVAL(A:A)))
Advantages;
- Easy and quick to set up
- No paid prize draw app required
Disadvantages
- The prize draw process is not very secure.
- Limited traceability in the event of a complaint.
- Risk of human error or unintentional bias.
- No automation of winner tracking or notification
2. Free digital tools
An online prize draw platform allows you to enter a list of names or import a file, then generate one or more winners at random. Applications such as Wheel of Names, Comment Picker of MninWebTool Random Name Picker are often used for this type of draw.
Advantages;
- Free and immediately accessible
- Easy to use, no technical skills required.
Disadvantages
- No data collection or security: it is impossible to justify processing in accordance with the GDPR.
- Limited transparency and traceability.
- Not well suited to structured marketing games or multi-channel campaigns.
- Very limited functionality (no reminders, no customisation, no link to a CRM system).
For whom?
Useful for one-off, low stakes draws, mainly on social media. Less recomended for businesses wishing to incorporate gaming into a long-term marketing strategy.
3. Specialised platforms
All-in-one solutions such as Socialshaker allow you to create, run and manage online prize draws in a secure, GDPR-compliant environment. They offer advanced features such as data collection via forms, customisation of the user journey and automation of the prize draw.
Advantages:
- Compliance with legal obligations (consent, security, export or deletion of data)
- Save time with ready-to-use modules
- Can be integrated with CRM or marketing automation tools
- Optimised and customisable user experience
Disadvantages:
- Higer cost than free or manual solutions
- Requires minimal prepation in advance to set up the operation.
For whom?
Particularly suited to brands or agencies that organise high-stakes campaigns (lead generation, customer loyalty, product commitment) and want to optimise or professionalise their approach. It is also an attractive option for small businesses and SMEs, as it allows them to control their marketing costs.
5 criteria for choosing the right prize draw application
Choosing a prize draw platform requires evaluating several criteria, depending on your marketing objectives and resources.
- Campaign objective: is it to generate awareness, collect leads, or build community loyalty? The game customisation and collection options are tailored to the strategic intent of the brand organising a prize draw.
- Ease of implementation: How much time does the company have to set up the operation? A solutions that does not require technical skills is preferable if resources are limited. Check for templates, tutorials or personalised support.
- GDPR compliance & security: Is the processing of data collected via the prize draw regulated? Does the solution allow you to obtain clear consent, store data and ensure that it is deleted when required? All these elements are crucial to ensure the legality of the operation and to strengthen the trust of participants.
- CRM integration & data export: Can leads be exported or synchronised with marketing/CRM tools? Theses integrations enhance the value of the campaign by improving customer knowledge and optimising retargeting.
- Budget & return on investment: Compare costs against the features offered. A more comprehensive platform may offer a better ROI than a limited free tool.
Opting for a prize draw solution isn’t just about choosing a winner: it’s an opportunity to add value to your campaigns and reinforce your brand’s image of expertise. With Socialshaker, every campaign is easier to set up, secure and fully GDPR compliant. Save time, collect useful data for your next marketing campaigns and offer an engaging experience to your community. For your next online prize draws, choose a platform that combines marketing performance and reliability.