Games, contests in marketing

Andrew Mitchell - Brandmovers
Grant Kravitz - BOSSdev

Games are cost effective and can be launched at a fraction of the cost
Sweepstakes -- enter by developing your own fantasy itinerary for travel, for example

Make sure you know the objective of the game: to generate trial, to create long-term loyalty, drive opt-in email, etc...
Must be able to quantify results
Must be immersive experience

Prizes must support brand and target audience
Make it viral -- send it to other people
Permission-based campaigns -- must be transparent and such
Engage with a firm that has proven experience with the laws of sweepstakes
Some people use pre-existing games and adapt it

Big budget doesn't mean it's better than everyone else

How to market the sweepstakes/whatnot itself: Put it on the point of sale