The marks of a great loyalty contest are:
1) A great offer, preferably one that money can’t buy, such as an experience.
2) Built around brand values that already exist.
3) Well presented and promoted.
These contests from Clear Channel/Los Angeles’ KIIS FM and New York’s Z100 fits the criteria:
The offer is for great seats at Wango Tango, the station’s legendary concert event and a visit backstage with core artist Ke$ha to tour the Gift Room.
The prize package is completed with a dinner for two at a nice restaurant and a shopping spree.
Also notice how they drop a few more “bread crumbs” to promote other related activities in the contest. Well done!
The Z100/New York contest features a chance to win breakfast with the cast of hit TV Show Glee. 
Available only to members of the ZVIP program, the contest is promoted with it’s own splash page on the Z100 web site (see right), featured prominently in their weekly newsletter and links directly to the contest to enter inside their club. These “experience” contests offer “money can’t buy” sizzle. Obviously they are great prizes, and you may not have access to the same types of offers. However, you certainly can create experiences from your assets. How about breakfast with one of your personalities, or news anchors? Or a chance to write a guest blog/revivew on the web site after an event? Brainstorm with your staff to find unique opportunities to dress up your offerings to make them special!
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