Pepsi Selfie Contest Brings in $10K for WCKX-FM

by Tim Hall Interactive One

Case Study Highlights

  • $10,000 in revenue
  • Part of a $30,000 – $40,000 annual buy from Pepsi
  • Cross-promoted Pepsi and Power 107.5’s upcoming event

I recently spoke about this contest during a How Radio Can Drive Revenue & Qualified Leads with Promotions webinar. Here is my top takeaway about how radio can find huge success – and drive results for advertisers – with online promotions:

 

The Idea

WCKX-FM (Power 107.5) is an urban radio station in Columbus, Ohio with a focus on current R&B & hip-hop. The station is a part of Radio One and has a DMA of 32.

We had several goals for the promotion:

  • To find a unique and exciting way to engage our audience
  • To promote our annual Powerfest event
  • To strengthen our relationship with Pepsi, a regular advertiser of ours

When we spoke with Pepsi, we found that they had several distinct goals as well:

  • To create an ownable branded music experience
  • To drive brand awareness among millennials through exclusive local events
  • To create a local viral photo campaign

The solution to all of these goals – both ours and Pepsi’s – was the Pepsi Suite Experience selfie contest.

The Execution

Pepsi was the title sponsor of the contest, as well as a sponsor of Power 107.5’s Powerfest event and the primary sponsor of the Pepsi Suite Experience, a VIP celebrity event during Powerfest weekend.

In order to enter the Pepsi Suite Experience contest, people had to take a selfie with a bottle or can of Pepsi. As you can see, people in our market had a lot of fun with this requirement!

Pepsi-Selfie-Contest-Entry-1

The randomly selected winner received a prize package including 2 tickets to Powerfest and access to the exclusive Pepsi Suite Experience VIP celebrity event, which featured the opportunity to interact with Power 107.5 staff, special guests, and surprise artists.

Pepsi-Selfie-Contest-Live-Event

There were new guest appearances every 20 minutes during the party, which sustained excitement and energy throughout. Listeners got to interact with sports mascots like the Columbus Crew Cat, a local cheerleading and marching band squad, breakdancers and other local celebrities all while creating an incredibly positive brand experience for Pepsi.

Pepsi-Selfie-Contest-Step-and-Repeat

You can see even more photos from the Pepsi Suite Experience in this gallery.

We heavily promoted the contest with all of the assets available to us:

  • Teaser video on mycolumbuspower.com and Instagram
  • Mentions on air
  • Ads and featured stories on our website
  • On-site promotions
  • Text blast to our promotional database
  • Social media posts on all of our platforms, including Facebook & Twitter

Pepsi-Selfie-Contest-Facebook-Post

Our tagline throughout the campaign was “Grab a Pepsi, take a pic, and enter now!”

The Results

The Pepsi Suite Experience brought in $10,000 in revenue, and was part of a larger $30,000 – $40,000 annual buy from Pepsi.

The contest received 102 submissions, which is great for a photo contest with a specific requirement for entry. We also had more than 3,000+ social media mentions and 275,000+ digital impressions.

The party itself was a huge success, and we had more than 100 listeners attend. Pepsi was very pleased with the positive branding and viral success of this promotion!

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Tim Hall Interactive One

Tim is the Director of Integrated Marketing at Interactive One. Tim specializes in helping business owners, marketing directors, and advertising agencies use a combination of new and traditional media to engage their customers.