Regions’ Road2ATL Sweepstakes offers fans a way to “experience the SEC like a VIP” with tickets and swag for the SEC Championship game. Problem is, visits to the Road2ATL site drop off as teams drop out of the running for the Championship. To keep site visits high throughout the season, we introduced the Grind Game of the Week, which asked players to predict the most hard-fought game on the schedule. Weekly prizes were awarded as fans vied for bragging rights on the leaderboard. With gamification, the sweeps saw a big lift in engagement.