Having the sweepstakes open to everyone is the best thing that can happen to a sponsor of a sweepstakes because they never really know who their customers are or who will viral market their products or services via word-of-mouth.

e.g. Say the sponsor is a diaper company. Yet, single 30 year-old men and 65 year old women are entering the sweepstakes. Well, what isn’t on the entry form is the single male is half of a gay couple that just adopted a baby and the older women just had her first grandchild. The profiles do not fit the sponsors typical customer demographic, but they are buying. One never really can tell who your buyers are. Assume all entrants are prospects and customers, treat them as such and sales will follow.