Using Data-Driven Quizzes to Capture Advertiser Leads and Marketing Insights

The Idea

The Federated – South Bend team is always looking for new ways to strengthen their My Deals Michiana program. To do that, they launched a quiz designed to gather valuable audience insights while generating meaningful data for their marketing database—setting the stage for smarter targeting and increased revenue in the year ahead.

By positioning the quiz as a simple, engaging experience, the team was able to capture feedback directly from their audience about how they perceive and interact with the deals program.

The Execution

This now annual campaign blended seasonal appeal with a clear long-term strategy. To drive strong participation during a high-stress, high-spend holiday season, the Federated – South Bend team offered a $300 Jingle Bucks prize, creating urgency and excitement.

But the real value of the campaign extended far beyond the giveaway itself. Built as a data-first initiative, the quiz functioned as a survey designed to collect detailed, self-reported insights from participants, including:

• What they had purchased in the past
• What had prevented them from buying
• What types of local businesses would motivate future purchases

To reinforce immediate action, the team included a coupon code in the thank-you and bounce-back emails, prompting participants to return to the site while interest was still high.

The Federated – South Bend team also included opt-ins for their new blog-styled newsletter, text program, and promotions invite list, further strengthening their owned audience, enhancing their ability to personalize future promotions, and positioning My Deals Michiana as a smarter, more responsive marketplace for local businesses. These opt-ins were presented as extra chances, giving participants an added incentive to subscribe.

Finally, the campaign created a two-way opportunity for growth. Included in the extra chances, participants were invited to suggest local businesses they’d like to see featured in My Deals Michiana, while interested businesses were directed to a separate survey to learn more about joining the program—turning audience engagement into direct sales opportunities.

The Results

Armed with the data gather from this quiz, the Federated – South Bend team can now actively segment participants into targeted audience groups based on stated interests, such as restaurants and other business categories. This allows for more relevant, highly targeted campaigns that deliver ongoing value for both consumers and advertisers—long after the contest has ended.

The campaign also generated impressive audience growth, including:

• 800+ promotions invite opt-ins
• 800+ newsletter opt-ins
• Nearly 600 SMS opt-ins

Additionally, the team secured 15 new local business leads through the bonus-entry submission form—directly supporting the growth of the My Deals Michiana program.

Together, these results showcase how the Federated – South Bend team is using promotions not just for engagement, but as a powerful engine for internal marketing, audience growth, and sales success.