Seventeen magazine operated a promotional program in 2015 that combined daily freebies with a grand prize sweepstakes, accessible through both a dedicated mobile application and a website. This initiative was designed to drive engagement with the magazine's content and provide readers with opportunities to win prizes ranging from daily items valued between $8 and $129 to a grand prize package valued at $382. The program was distinct from direct product sampling but focused on sweepstakes entry and mobile-exclusive deals. Participation required no purchase and was available to eligible residents of the United States and Canada, subject to specific entry limitations and winner notification procedures. The accompanying mobile application also facilitated shopping by allowing users to scan images for product information and access exclusive discounts from retail partners.
Overview of the April 2015 Sweepstakes
The "April 2015 Daily Freebies and Grand Prize Sweepstakes" was sponsored by Seventeen magazine, published by Hearst Communications, Inc. The sweepstakes ran from April 1, 2015, at 12:00 AM (ET) through April 30, 2015, at 12:00 AM (ET). Two primary methods of entry were established: downloading the free "Seventeen for iPhone" app via a mobile phone app store and following the entry instructions, or visiting seventeen.com/freebies to complete and submit an entry form. The program emphasized that no purchase was necessary to enter or win, and a purchase would not increase the chances of winning. The sweepstakes was explicitly not sponsored, endorsed, or administered by Apple Inc., clarifying that user information was provided to the sponsor, Seventeen magazine.
The sweepstakes structure involved daily drawings and a cumulative grand prize drawing. Each daily sweepstakes began at 12:00 AM (ET) and required separate entry for each 24-hour period. Entrants were limited to one entry per person per day; multiple entries for a single daily sweepstakes resulted in disqualification. All eligible entries submitted throughout the month were aggregated for the Grand Prize drawing. The sponsor retained the right to cancel any day's sweepstakes if no eligible entries were received.
Prizes, Eligibility, and Winner Notification
Prizes were divided into daily prizes and a grand prize. Daily prizes had approximate retail values (ARV) ranging from $8 to $129, with specific prizes listed on the website the following day. The Grand Prize consisted of a "rainy day outfit package" including a trench coat, rain boots, and umbrella. Two grand prize winners were selected, each receiving a package valued at $191, for a total grand prize value of $382. Any difference between the stated ARV and the actual value was not awarded.
Eligibility was open to legal residents of the United States and Canada who were at least thirteen years of age at the time of entry. However, for Canadian winners, a specific condition applied: the winner was required to correctly answer a mathematical skill-testing question as a condition of receiving the prize.
Winner notification followed a strict timeline. Winners were notified within one month of the sweepstakes' conclusion via social media, email, phone, or postal mail, at the sponsor's discretion. Alternatively, winners' names were posted on seventeen.com/freebies approximately five days after the last daily sweepstakes. Potential winners had five business days from notification to respond via email and provide requested contact information. Failure to respond within this period resulted in forfeiture of the prize, and an alternate winner would be selected. An entrant could win no more than one prize in total, with the exception that the Grand Prize Winner could also win one daily sweepstakes prize. For the names of winners, a request could be sent via a self-addressed, stamped envelope to Seventeen magazine in New York, NY, within two months of the winner notification date.
Entry Mechanics and Restrictions
The entry process was governed by specific rules to ensure fairness. Proof of submission did not constitute proof of receipt. Entries that were inaccurate, lost, late, misdirected, incomplete, or tampered with were subject to disqualification. Online entrants were required to have a valid email address and were responsible for updating the sponsor of any changes. In the event of a dispute regarding the identity of an online entrant, the prize was awarded to the authorized account holder of the email address, defined as the natural person to whom the email address was assigned by the internet service provider or relevant organization.
Odds of winning depended on the total number of eligible entries received for each daily sweepstakes and, for the grand prize, on the total number of eligible entries received for all daily sweepstakes combined. Drawings were conducted by Seventeen magazine, and decisions were final.
The Seventeen Shopping Insider Mobile App
Beyond the sweepstakes, Seventeen magazine launched a mobile application called the "Seventeen Shopping Insider" companion app. This app was designed to facilitate back-to-school shopping and drive readers to retail partners. It launched with the September back-to-school issue and was available for free on the iPhone. The app utilized technology, including Digimarc digital watermarking, to mobile-enable images within the magazine. Users could scan over 250 editorial fashion and beauty images as well as shopping bag icons appearing throughout the editorial and advertising pages.
Scanning an image allowed users to add the item to a shopping list stored on their phone for later recall. The app also provided access to style ideas through mobile flipbooks and videos. A key feature was the ability to click through to a sponsor's website to purchase products directly. The app included social media integration, allowing users to share items on Facebook and Twitter. According to Howard Grier, associate publisher of marketing at Seventeen, the app was intended to create a "custom shopping list right on their mobile device while adding shopping incentives at the same time."
Mobile-Exclusive Deals and Partner Offers
The application featured mobile-exclusive deals from various retail partners. These incentives were designed to bridge the gap between reading the magazine and making a purchase. Specific offers mentioned in the context included:
- $10 off a purchase of $50 or more at Aéropostale.
- 20 percent off full-priced items at G by Guess.
- 20 percent off full-priced items at 2b bebe.
- 20 percent off full-priced items at Bakers.
- Three free trial-size samples of Biore complexion clearing products.
- A free gift with the purchase of NYC Big Bold Mascara.
Additionally, the app included a "Daily Freebies" section where users could enter for a chance to win daily prizes. This feature was distinct from the April 2015 sweepstakes but shared the "freebie" concept. The app also gave readers a chance to win a shopping spree by unlocking offers. Roger Matus, executive vice president of Nellymoser Inc., noted that Seventeen magazine readers often look for fashion and beauty ideas in the magazine and that the app allowed them to scan items and build a shopping list on their phone, which was more convenient than relying on physical notes.
Conclusion
The Seventeen magazine promotional initiatives in 2015 combined sweepstakes mechanics with mobile technology to engage a younger demographic. The "April 2015 Daily Freebies and Grand Prize Sweepstakes" provided a structured opportunity for readers to win prizes without purchase, subject to strict entry limits and notification protocols. The "Seventeen Shopping Insider" mobile app extended this engagement by offering tools to scan magazine content for shopping lists and access exclusive discounts from retail partners. Together, these programs utilized digital platforms to drive reader interaction and facilitate connections between magazine content and retail purchasing.