互联网与文化thehustle.co
为什么从来没人能在商场赢走那辆车
Why nobody ever wins the car at the mall
2018 — 2022，它一次次回到首页
黑点是上首页（≥ 50 分）的那次投稿，空心点是没冲上去的投稿，点越大分数越高。
导读
这篇文章调查了商场里「赢汽车」抽奖活动的真相：这类展示往往只是营销噱头，主办方通过极低的中奖概率、冗长的规则和几乎不兑现的大奖来收集顾客信息、吸引人流，真正把车送出去的情况少之又少。文中也提到，即便合法举办的抽奖，中奖者还要面对所得税等隐性成本。
为什么经久不衰：它揭穿了一个几乎人人都见过、却很少深究的日常营销套路，加上 HN 评论区里真实中奖、差点中奖和亲手送车的多方视角，让这个话题常年有共鸣。
HN 评论精选
极端巧合也能让看似不可能的中奖成真。
大约30年前，澳大利亚本地一家购物中心办了个活动：在中心内任意店铺消费20美元，出示小票就能获得赢取展示汽车的机会。方式是折一架纸飞机，再想办法把它从天窗投进车里，而天窗只开了一条小缝。我家一位朋友那天试了大约5次，都差得很远。傍晚他喝得醉醺醺地回来做最后一次尝试，纸飞机没有飞过车顶，而是重重撞上前挡风玻璃，又笔直弹向空中，然后直直从天窗掉了进去。他就这样把车开走了。
lysp查看英文原文
About 30 years ago in Australia There was a competition at the local shopping centre. Spend $20 at any shop in the centre, show your receipt and you get a chance to win the displayed car. The chance involved folding a paper plane, and then trying to get it into the car through the sunroof. Which was only open a small crack. A friend of the family tried about 5 times over the day and never got close. They came back quite drunk at the end of the day to have one last go. Threw the plane and instead of going over the top of the car, it accidentally slammed directly into the front windscreen. It then rebounded straight up in the air and then dropped straight down through the sunroof. They walked away with the car.
这类活动受加州抽奖法约束，虚假宣传可投诉。
既然这是加州的活动，就适用加州的抽奖法：奖品的性质和大致价值必须在提供时清晰醒目地披露；法律禁止公司虚假陈述中奖概率；不按所宣传的价值和种类发放全部奖品属于违法行为。
Animats查看英文原文
Since this is a California on-site thing, California sweepstakes law applies.[1] - "The exact nature and approximate value of the prizes must be disclosed clearly and conspicuously when they are offered." - "The law prohibits the company from misrepresenting the odds of receiving any item offered." - Prohibited: "Failing to award and distribute all prizes of the value and type represented." Online complaint form here.[2] [1] http://consumerwiki.dca.ca.gov/wiki/index.php/CONTESTS/SWEEPSTAKES/GIFTS/PRIZES [2] https://oag.ca.gov/contact/consumer-complaint-against-business-or-company
真奖品也常因中奖者不信而无人认领，诈骗泛滥损害了整个行业的可信度。
我做过品牌推广里的即时中奖和抽奖系统。有人中奖后，我们要联系本人核实并收集寄送信息。因为很多奖品价值超过1.5万美元，我们还得要中奖者的社会安全号做礼品追踪。你会惊讶有多少人放弃领奖，或者以为是诈骗、根本不回消息。有人放弃我们就得顺延给下一个人，有时要联系几十个人才有人接受。游戏机、旅行甚至摩托车都曾被放弃。换我可能也会这样，毕竟很难相信自己真中了，而且鉴于文章提到的那类套路，中奖后不怀疑是诈骗也很难。
drawkbox查看英文原文
On the flipside, I worked on promotions game systems in the brand promotions space with instant win and giveaways after the user played a game. If they won we had to contact them to verify and get info to send them the prize. When someone won the prize we had to get the social security number of the person that won for gift tracking as many were over 15k, their contact info and location to send the prize, you'd be surprised at how many people pass that up or think it is a scam and/or never get back. We had to pick the next person if they passed it up or didn't get back and sometimes it would go through dozens of people before they would accept it. Lots of game systems, trips and even motorcycles were passed up. I myself would have probably done the same thing, hard to believe you won and if you do win it is hard to not think it is a scam due to systems like mentioned in the article.
也有合法送车的营销活动，但获客成本和用户信任是巨大挑战。
我确实送出过一辆保时捷911。这不是商场抽奖，而是我为新创业公司Flat 6 Club做的营销实验。我们想要回报——买T恤或订阅（周边+内容+活动）就能获得抽奖资格，我们借此拿到同样的用户信息，也宣传了俱乐部。我们研究了规则，并聘请抽奖公司帮我们合法运营。最后我们把车送给了一对从明尼苏达飞到圣迭戈参加颁奖活动的夫妇。确实有人以为是诈骗。但Omaze、Diesel Brothers等不少机构真的会送车，背后是基于高互动提升广告支出回报率的模式。当然骗局很多，但也真有中奖者。我们只送过一辆车，学到了很多。送完后我砍掉了月度订阅，因为严重低估了达到良好ROAS所需的前期广告投入，我知道很长时间内不会再送第二辆。最让我意外的是，有人为付费会员/抽奖项目被取消而难过。
shon查看英文原文
I actually gave away a Porsche 911. This was not a mall giveaway but a marketing experiment for my new startup: Flat 6 Club. Yes, we wanted something in return, in this case, we wanted you to buy a t-shirt or start a subscription (merch+content+events), which gives us essentially all the same info, which would enter you in a sweepstakes to win the car. We also wanted to promote the club, which we did. We researched it and contracted a sweepstakes company who helped us run the sweepstakes legally. In the end, we gave away the car to a very nice man and his wife, who we flew in from Minnesota to San Diego for the giveaway event. Some people did think it was a scam. But there are several operations that actually do give cars away such a Omaze, Diesel Brothers and many more. There’s a model there based on the new post-search world we live in that has to do with high engagement increasing Return On Ad Spend and other AdTech voodoo. No doubt there are lots of scams but there are also real winners out there. We’ve only given away 1 car. We learned a ton. I decided to kill the monthly subscription after we gave away the car because we grossly underestimated the amount of up-front ad spend required to achieve a good ROAS and I knew we wouldn’t be giving away another car for a long time. The biggest surprise to me was hearing from people that were sad that we killed the paid membership/giveaway program. This was $9.11/mo for membership and occasional swag drops and automatic entry into our next giveaway —whenever that might be. I communicated personally with some of these folks. The gist of what I learned was that for $9.11/mo, people enjoyed the hope that they may one day win a 911. We literally had people beg us to bring it back. This is probably the same happiness that a lottery ticket brings to many people. It’s not really that they expect to win. As long as someone wins, they’re buying some hope, some excitement… a dream.
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