Case Study Highlights
- 400+ opt-ins
- Sponsor website & social media traffic
- $184,000+ in revenue
Second Street Award Winner – Sweepstakes
The Idea
The Sarasota Herald-Tribune team had built strong relationships with multiple sponsors in the home improvement and hurricane preparedness industries and wanted to create a promotion that would deliver results for all of them. To capitalize on hurricane season, they launched a hurricane preparedness sweepstakes designed to generate brand awareness and engagement during hurricane season.
The Execution
The hurricane preparedness sweepstakes launched in June, aligning with the start of hurricane season in Florida. The promotion featured five sponsors, each receiving logo placement on the sweepstakes creative, along with visibility through a rotating banner ad at the top of the contest page.
Sponsors also benefited from opt-ins and extra-chance opportunities that encouraged entrants to follow them on Facebook or visit their websites. The entry frequency was set to once per day, increasing brand exposure as participants returned repeatedly to enter throughout the campaign.
To maintain momentum during the nine-week promotion, the Sarasota Herald-Tribune team sent a new invitation email each week, encouraging their audience to continue entering.
The team also created a thank-you email that was automatically sent to every entrant, reminding them to return the next day for another chance to win, while providing additional exposure for sponsors.
The Results
This campaign proved that a well-designed, thoughtfully executed sweepstakes will always drive impressive results.
The extra chances drove 10-13% of all entrants to either follow the sponsors on Facebook or visit their website. They were also able to provide each of their sponsors with a list of over 400 users who opted in.
The extra-chance incentives prompted 10%–13% of entrants to either follow a sponsor on Facebook or visit their website. In addition, the team was able to provide each sponsor with a list of more than 400 opted-in users.
As a result of their planning and execution, the Sarasota Herald-Tribune team generated $184,000 in revenue while delivering valuable leads and brand exposure for their sponsors.
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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.