This Melville, N.Y., Top Shop may have been founded in 1962, but it has come into the modern era focusing on social media sweepstakes and contests. One for United Airlines ran on mobile in 42 countries. Entrants used an app to write about excellent customer care by UA employees for a chance at two round-trip, first-class tickets. Some 9,200 employees were recognized and 950,866 new MileagePlus loyalty members were acquired. In-house legal made friends with law firms in 50-plus countries to keep up with international sweeps laws.
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