Best List-Builder Campaigns from the 2020 Awards

by Tim D'Avis Second Street

Garth Brooks Ticket Sweepstakes

WWKA-FM | Orlando, FL

*2019 Second Street Award – Best List-Builder Winner

This ticket sweepstakes from WWKA-FM serves as a great example of a station choosing database growth as a strategic priority. When the station received exclusive tickets to a private Garth Brooks concert, they capitalized on the valuable prize and created a sweepstakes to grow their first party audience through email opt-ins and app downloads. They promoted the campaign on-air, online, social media, and inside the WKKA app. The campaign drove over 11,500 opt-ins for the station’s newsletter as well as seven thousand new app downloads during the two-week contest.

Garth Brooks sweepstakes from WWKA-FM

Go Ask Mom Cutest Baby Photo Contest

WRAL-TV | Raleigh, NC

This Cutest Baby photo contest from WRAL-TV was a fantastic list-builder for the station and their sponsor, Moxie Pest Control. They asked their viewers to share a photo of their baby for a chance to win a gift card prize pack valued at $600, which helped drive over 126,600 votes. The subject matter of the contest was a perfect chance to grow the station’s ‘Mom’s and Family’ newsletter, which received a 50% opt-in rate from this promotion.

Cutest Baby photo contest and lead-gen questions

Lo Mejor de Tampa Bay Ballot

WYUU-FM | Tampa, FL

This editorial ballot from Spanish Contemporary station WYUU-FM is a great example of the list-building power of ballots. Not only did this campaign drive huge engagement (17,000 votes), but it also grew their email list by over 2,500 opt-ins from their niche audience without utilizing a prize. To top it off, when local businesses saw what WYUU created, they wanted in – this led to $8,500 in unplanned sponsorship revenue.

WYUU-FM Lo Mejor de Tampa Bay

Generating quality email lists should always be a top goal at your local media company. Make sure you’re leveraging contests and interactive content to engage your audience, build your database, and enhance your email strategy.

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