Microsoft bets big on $2M sweepstakes to drive mobile adoption

Microsoft announced a massive $2 million USD sweepstakes yesterday, on April 18, 2025, offering members of its rewards program the chance to win substantial cash prizes. The sweepstakes features a grand prize of $1 million USD and 100 weekly prizes of $10,000 USD each, marking one of the company's most ambitious promotional campaigns to date.

The Microsoft Rewards $2,000,000 USD Sweepstakes officially began yesterday and will continue through May 25, 2025, giving participants just over five weeks to enter and maximize their chances of winning. Eligible participants must be legal residents of one of the qualifying countries and at least 18 years old.

The promotion places particular emphasis on mobile engagement, with Microsoft offering multiple entries for users who install and regularly use the Bing mobile app. This strategic focus reflects the growing importance of mobile search in the digital marketplace.

The sweepstakes is open to Microsoft Rewards members in seven countries: the United States (including Washington D.C. and Puerto Rico), Canada, the United Kingdom, France, Germany, Japan, and Mexico. This geographic diversity represents Microsoft's effort to engage users across its major markets rather than limiting the promotion to a single region.

According to the official sweepstakes documentation, the $1 million USD grand prize will be awarded in US dollars, regardless of the winner's location, with approximate equivalent values of $1,433,935 CAD, £775,340 GBP, €926,381 EUR, ¥148,815,060 JPY, or $20,384,035 MXD based on current exchange rates.

The secondary prizes consist of one hundred $10,000 USD prizes, with winners selected weekly throughout the promotion period. These prizes will also be awarded in US dollars with approximate equivalent values of $14,339.35 CAD, £7,753.40 GBP, €9,263.81 EUR, ¥1,488,150.60 JPY, or $203,840.35 MXD per prize.

Entry methods with mobile-first approach

The sweepstakes offers multiple entry methods, with participants able to accumulate up to 240 total entries through various activities. The most straightforward path is the free entry method, which requires no purchase or point redemption.

"NO PURCHASE NECESSARY. Open only to legal residents of the 50 United States, D.C. & P.R., Canada, the United Kingdom, France, Germany, Japan, and Mexico," states the official rules document.

Free entry can be obtained by completing a registration form on the sweepstakes landing page or by mailing in an entry on a 3x5-inch card with the required personal information. Mail-in entries must be postmarked by May 19, 2025, and received by May 26, 2025.

Beyond the free entry, Microsoft has created over 15 different ways for participants to earn additional entries, with a clear emphasis on mobile adoption and usage:

1. Installing the Bing mobile app and completing a search (10 entries)
2. Setting Bing as the default search engine on mobile devices (10 entries)
3. Adding the Microsoft Rewards browser extension (10 entries)
4. Installing the Bing Wallpaper App (10 entries)
5. Earning daily streak puzzle pieces on Bing (25 entries possible)
6. Redeeming Microsoft Rewards points (5 entries for 1,000 points or 10 entries for 2,000 points)
7. Installing the Microsoft Edge app and completing a search (5 entries)
8. Searching with Edge search bar for 3 days (5 entries)
9. Earning 1,000 Rewards points in April (5 entries)
10. Shopping at the Microsoft Store (5 entries)
11. Getting Spotify Premium for 3 months (5 entries)
12. Scanning a QR code to use Copilot on mobile (10 entries)
13. Reading and liking 5 articles on MSN (3 entries)
14. Sharing with friends (up to 20 entries)

The promotional materials heavily feature QR codes and mobile-friendly instructions to facilitate app downloads. One prominent promotional graphic displays a smartphone showing the Bing mobile interface, accompanied by text stating "Get Bing mobile—earn 5 entries" and "Install the Bing mobile app for more chances to win a million dollars USD." This visual representation clearly communicates both the action required (installing the app) and the immediate reward (5 entries).

Entry methods vary in complexity, with some requiring simple one-time actions while others demand ongoing engagement with Microsoft products. This structured approach incentivizes both new user acquisition and increased usage of existing Microsoft products and services.

Philanthropic component

The sweepstakes includes a corporate social responsibility element, with Microsoft pledging to donate up to $500,000 USD to charitable organizations. Specifically, the company will donate $5 to UNICEF and the World Wildlife Fund for each rewards member who accumulates at least 100 entries in the sweepstakes.

This approach ties the charity donation directly to user engagement, creating a scenario where participants can feel they're contributing to worthy causes while pursuing their own chance to win.

Mobile-driven weekly prize structure

The $10,000 weekly prize drawing operates on a unique schedule, with eligibility requirements that specifically drive regular mobile app usage. Participants must search on the Bing mobile app for at least three days between Monday and Sunday (PT) each week to qualify for that week's drawing.

"Search on the Bing mobile app for 3 days or more and get a chance to win $10,000 USD," states the promotional material, emphasizing the need for consistent app usage rather than one-time actions.

This recurring weekly structure serves to maintain engagement throughout the sweepstakes period, preventing drop-off in participation after initial entry. More importantly, it creates a powerful habit-forming mechanism that could establish regular usage patterns extending beyond the promotion period.

The multi-day search requirement is particularly notable as it aligns with behavioral psychology principles around habit formation. By incentivizing participants to engage with the app multiple times over the course of a week, Microsoft increases the likelihood that checking the Bing app becomes incorporated into users' daily routines.

Technical implementation and user experience

Microsoft has created a comprehensive digital infrastructure to support the sweepstakes, with a dedicated dashboard allowing participants to track their entries and activate additional entry opportunities. Each entry method includes step-by-step instructions and visual guidance through the Microsoft Rewards interface.

For mobile-specific entry methods, Microsoft has implemented QR codes that direct users to relevant app stores or settings pages, simplifying the process of completing qualification requirements. The company has also created browser-specific instructions for features like setting default search engines or accessing browser extensions.

The attention to technical detail reflects an understanding that friction in the entry process could significantly reduce participation rates, particularly for more complex entry methods.

Legal considerations and eligibility requirements

As with any major sweepstakes, Microsoft has established detailed legal parameters for participation. The official rules specify that participants must be members of the Microsoft Rewards program and at least the age of majority in their jurisdiction of residence.

For Canadian and Mexican residents, a skill-testing question applies, reflecting different legal requirements for chance-based promotions in those countries. The rules also outline specific exclusions, noting the sweepstakes is "void where prohibited" and specifying that U.S. territories outside the 50 states, D.C., and Puerto Rico are ineligible.

The official documentation provides equivalent cash values in local currencies, though all prizes will be awarded in US dollars. This approach simplifies prize administration while addressing the need for transparency regarding actual prize values across different markets.

Odds and prize claiming process

The odds of winning depend on the total number of eligible entries received, making it impossible to calculate precise probabilities in advance. However, the multi-tiered entry system means that participants who maximize their entries will have significantly better odds than those who only obtain the free entry.

Prize winners will be required to complete verification processes, including providing identification documents and completing tax forms appropriate to their country of residence. For the grand prize, the winner must have or open a qualified bank account that permits and accepts international wire transfers.

Marketing significance: mobile acquisition strategy

For marketers, this sweepstakes represents a notable case study in mobile-first user acquisition. While the $2 million prize pool generates initial attention, the sophisticated structure reveals Microsoft's true objective: dramatically increasing Bing mobile app installations and usage.

According to the official documentation, Microsoft has designed a multi-layered approach that goes beyond simple awareness building. The entry methods create a clear conversion funnel:

1. Initial attraction through the high-value prize pool
2. Low-friction entry through QR code scanning and app installation
3. Immediate reward with entry credits
4. Ongoing engagement incentives through weekly prize eligibility
5. Habit formation through the three-day weekly usage requirement

The timing of the promotion—running from mid-April to late May—positions it to capture attention during a period without major shopping holidays, potentially addressing seasonal lulls in engagement with Microsoft's consumer products.

The visual presentation of the promotion heavily features mobile devices, with promotional graphics showcasing the clean Bing mobile interface and weather information. This serves dual purposes: familiarizing potential users with the app before download and highlighting additional functionality beyond search.

For marketing professionals, the campaign demonstrates the evolution of traditional sweepstakes tactics for the mobile-first era. Rather than simply collecting entries, Microsoft has engineered a promotion that could fundamentally shift search market share by changing daily user habits.

Battle for mobile search market share

While Microsoft has previously offered rewards and sweepstakes to members, the scale of the $2 million USD promotion significantly exceeds past efforts. The combination of a seven-figure grand prize with numerous secondary prizes represents a major escalation in Microsoft's consumer marketing investment, particularly in the mobile search arena.

The heavy emphasis on mobile app installation and usage suggests this promotion is directly aimed at increasing Microsoft's position in the mobile search market, where it faces significant competition. By creating financial incentives for users to not only install but regularly use the Bing mobile app, Microsoft is attempting to overcome the considerable switching costs associated with changing search habits.

The structure of the promotion indicates Microsoft's recognition that one-time app installations are insufficient; the weekly prize eligibility requirement specifically targets the creation of sustained usage patterns. This approach demonstrates an advanced understanding of mobile user acquisition challenges, where initial downloads often fail to translate into ongoing engagement.

From a competitive standpoint, the promotion represents a notable attempt to leverage Microsoft's financial resources to gain ground in a market where user habits are deeply entrenched. The technical implementation, with QR codes and streamlined installation processes, further reveals Microsoft's commitment to removing friction from the mobile adoption process.

Mobile marketing implications and timeline

The Microsoft Rewards sweepstakes delivers several important lessons for marketing professionals:

1. Prize-based promotions can effectively drive mobile app adoption when structured to reward both installation and ongoing usage
2. QR codes remain a valuable tool for reducing friction in mobile app acquisition
3. Weekly engagement requirements can help establish usage patterns that persist beyond promotional periods
4. Showcasing the actual app interface in promotional materials helps users envision the value proposition before download
5. Multi-channel promotion with consistent mobile-first messaging can create significant user acquisition opportunities

Timeline

• April 18, 2025: Sweepstakes begins
• April 1-30, 2025: First monthly period for earning 1,000 Rewards points (worth 5 entries)
• May 1-17, 2025: Second monthly period for earning 1,000 Rewards points (worth 5 entries)
• Weekly entries: Participants must search on Bing mobile app for 3+ days between Monday-Sunday PT each week
• May 19, 2025: Deadline for mail-in entries to be postmarked
• May 25, 2025: Sweepstakes ends at 11:59:59 PM PT
• May 26, 2025: Deadline for mail-in entries to be received

For marketing professionals watching this campaign unfold, the key metrics to track will be not just participation rates, but changes in Bing mobile app installation numbers, average daily active users, and retention rates following the conclusion of the sweepstakes. These data points will reveal the true effectiveness of Microsoft's substantial investment in this promotion.