When I worked in marketing I ran several social media contest for small sums of money ($50-$100) or gift baskets. All we had to do was have the winner sign a form when they collected but there was no real method of checking for fairness. Once I did pick a friend to win who was down on his luck. I was also instructed to make sure I picked people who would “photograph well”. If my winner didn’t show up to collect I usually didn’t pick a new winner and just added that money/gift for another contest or kept it for myself/coworkers.

It was all about increasing engagement, getting followers and getting your email so we can spam you promotions and sell your data to other marketing companies.

The rules are different the more $$ value the prize.