Case Study Highlights
- 35% participation increase YOY
- 2,000+ opt-ins
- $83,500 in revenue
Second Street Award Winner – Most Creative Promotion
The Idea
The Milwaukee Journal Sentinel team wanted to capitalize on the passion of their large sports audience by tapping into one of Wisconsin’s most beloved football traditions. Known as ‘The Leap’, the iconic Green Bay touchdown celebration sees players jump into the stands to celebrate with fans after scoring.
Inspired by this tradition, the team developed a sweepstakes that gave fans the opportunity to experience that excitement firsthand. Ten lucky finalists would earn the chance to perform their own version of ‘The Leap’, just like their favorite players.
The Execution
To bring the promotion to life, the Milwaukee Journal Sentinel secured two sponsors: a local jewelry retailer and a regional grocery chain. The team also assembled an impressive prize package to maximize participation and excitement. 10 finalists would be randomly selected from all entrants and would be invited to attend a live event where each participant performed ‘The Leap’. A panel of judges would evaluate the finalists, ultimately selecting one Grand Prize Winner based on their performance.
Beyond creating an engaging fan experience, the team delivered meaningful value for its sponsors. They included opt-ins for both sponsor AND made each of those opt-ins extra chances to further entice entrants to opt-in.
The campaign was supported by a comprehensive multimedia marketing package that included multiple invite emails sent throughout the entry period. These emails highlighted the unique experience, showcased the prize offerings, and prominently featured sponsor branding to maximize visibility and engagement.
The Results
In its second year, the promotion delivered even stronger results than before. Thanks to thoughtful planning, compelling prizes, and effective promotional support, the campaign generated a 35% year-over-year increase in engagement.
The sweepstakes also produced outstanding outcomes for its sponsors, generating more than 2,000 qualified sponsor opt-ins, creating valuable opportunities for continued customer engagement.
From a revenue perspective, the campaign was equally successful. The Milwaukee Journal Sentinel generated an impressive $83,500 in revenue, demonstrating how a well-executed promotion built around a beloved local tradition can drive exceptional audience engagement and advertiser value!
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Julie is the Senior Customer Success Manager at Second Street and a former client in local media. Her best advice for driving the most success with your revenue and audience engagement strategy is to include promotions in every business initiative.