Case Study Highlights
- The station generated $10,000 in revenue from a wireless company
- In the first five days, 500 people had entered the contest.
- Radio One plans to generate $50,000 this year using this model
WERQ-FM is a part of Radio One in Baltimore, Maryland (DMA 26). Radio One is a urban-focused radio group in 16 markets.
The station wanted to run a summer-long promotion that would engage their younger audience. They liked the idea of collecting and repurposing UGC content. This could potentially go viral and help the station interact with new audiences.
“Focus more on the audience.”
The staff at WERQ came up with a hashtag photo contest called #QSelfieSummer that would run from Memorial Day to Labor Day. A hashtag contest would allow the station to measure and increase their social engagement.
The station recognized that their younger audience preferred promotion types with few barriers to enter and a streamlined process. As a result, WERQ meet them where they are – on Instagram.
Tim Hall from Radio One spoke at the 2015 Promotions Summit about this successful contest – listen to this video clip to hear how they executed this promotion.
The key for the summerlong selfie contest was to keep it fresh. Each week, a different prize was offered. Also, each day had a different selfie theme – take a selfie at work, at the gym, etc.
To generate revenue, the station tied in sponsors. One week they had listeners take selfies in a Cricket Wireless store, with Cricket products or sales reps, in order to qualify to win Jay-Z and Beyonce tickets.
The contest featured huge on-air and online promotion. WERQ get their whole staff, everyone from the on-air personalities to their marketing team – even station management, using the hashtag.
These contests also have revenue-generating potential. One week they had listeners take selfies in a Cricket Wireless store, with Cricket products or sales reps, in order to qualify to win Jay-Z and Beyonce tickets. They generated $10,000 with this event!
The tie-in with Cricket Wireless was such a success for the client that it was duplicated in other markets.
Radio One also plans to replicate this hashtag photo contest model at other stations. They forecast that they can generate $50,000 company-wide during the second half of the year. They plan to run ten contests at a minimum goal of $5,000 in sponsorship revenue for each.
WERQ’s #QSelfieSummer was a finalist for the Best Hashtag Photo Contest at the 2015 Second Street Awards.