Disney Travel Agents wanted first-party data that actually meant something: not just an email address, but a signal that the person behind it was already planning a trip. Here's how a single sweepstakes form turned that ambition into 900+ qualified leads.

The Objective

Disney Travel Agents came to Audience with three goals: collect first-party data, drive traffic to their site, and boost email conversions on the follow-up. The priority wasn't entry volume, it was quality. They needed leads who were genuinely planning a vacation, not sweepstakes regulars chasing a prize.

The Strategy

Instead of a bare-bones entry form, the sweepstakes asked entrants to share real trip details as part of entering: their travel dates, a destination they were considering, or a budget range for the trip. That single design choice did double duty. It kept the entry experience feeling relevant and on-brand for a travel sweepstakes, and it meant every submission arrived already pre-qualified. A person willing to name a destination or a budget wasn't guessing, they were planning.

The entry flow was kept short and mobile-friendly so the added questions didn't create drop-off, and each completed entry fed straight into Disney's first-party data pipeline.

The Results

The campaign delivered 900+ qualified leads and a 47% email open rate on the follow-up, nearly double what a typical cold sweepstakes list would produce. That gap is the clearest proof the qualification worked: recipients opened because they remembered opting in with real trip intent, not because they got lucky in a giveaway.

About the Campaign

This sweepstakes ran on Audience's Experiences platform, which powers the intake form, prize logic, and first-party data capture behind campaigns like this one. Brands and station partners use it to turn a simple entry mechanic into a real qualification tool, collecting the details that make a lead worth following up on.