TV Station Honors Local Farmers While Driving Content

The Idea

Watertown, NY – where WWTI-TV is located – boasts a diverse group of farmers cultivating everything from lavender to dairy and beef. Each farmer’s story is uniquely compelling, and the WWTI-TV team wanted to capture the stories of those farmers while also offering an opportunity to give back to those who help feed and supply their community. They decided to create a sweepstakes that allowed users to nominate local farmers to win a farm to table meal in the fields.

The Execution

WWTI-TV was able to secure multiple sponsors for this sweepstakes including Burrville Power Equipment and Red Barn Meats. Within the sweepstakes, they asked those submitting who their favorite farmer was and why that farmer was deserving of the Feed the Farmer prize.

The team utilized multiple avenues to get the word out. They promoted on-air, on their website, and also sent out invite emails to their list of users interested in receiving emails about promotions.

They also made sure to include their station opt-ins so they could continuously collect opt-ins in tandem with collecting nominations through the sweepstakes.

The Results

Over 100 nominations were submitted, giving WWTI-TV a huge amount of information they could use to create content. They featured a 2-minute local news segment highlighting the farmers, their lives, and families. They also wrote a story featuring many of the nominated farmers that highlighted their sponsor, Burrville Power Equipment. And furthermore, the insights they gathered through the sweepstakes have been instrumental in shaping some of their upcoming news stories.

WWTI-TV secured $20,000 in revenue from this promotion while supporting their farmers and rallying the community to do the same!