In an effort to give brand owners more ways to engage with users via Facebook Pages, Facebook is preparing to launch a new Contest/Sweepstakes application that could be available to some clients as soon as late May.
The Contest app will only be available to marketers within Facebook Pages. In order to participate in a contest or sweepstakes, users would first have to become “Fans” of the page, and then opt-in to the promotion. In addition, in order for Facebook to avoid contest risk, any contests run on Facebook Pages will first need to be contracted and approved by Facebook’s legal team at least 3 weeks before the contest starts.
As Facebook seeks to increase revenue from Social Ads, expect to see more marketing features and functionality developed for Facebook Pages. Facebook wants to give brands as many reasons as possible to want to drive traffic to their Pages, and contests are a key step forward in expanding Pages functionality.