Overview The Chicago Transit Authority used e-stakes in a promotion designed to increase and reward ridership. Their e-stakes sweepstakes used the unique serial numbers that are printed on all CTA fare cards and passes to determine winners. The promotion, called Take It and Win, offered several prizes including a Grand Prize trip to St. Thomas. Click here to view demo The CTA turned to e-stakes for a turnkey solution that included an offline campaign reward consultation, prize procurement and fulfillment, customer service and more. Goals The goals of the CTA Take It and Win! e-stakes module were as follows: Provide loyal riders with rewards in the form of contest prizes Increase sales of CTA fare cards Drive new users to the CTA's Web site at http://www.transitchicago.com Develop a list of specific demographic points on each participant for research and analysis Results During the period of the promotion, fare card orders increased from 800,000 to 1,200,000. While the relationship between the promotion and the increase in orders has not been proven causal, the increase was also not projected by the CTA. Additionally, 100% of the participants entered more than once, and 87% of participants were first-time visitors to the CTA's Web site at http://www.transitchicago.com. At the close of the contest, the CTA was provided with a list of demographic points, ranging from information about the specific routes each rider takes, to the participants' awareness of CTA advertising efforts.