Sweepstakes
WHAM-TV runs a weekly sweepstakes as part of a bundled campaign for a local restaurant to boost brand awareness and grow their birthday club. Every Tuesday they give away two cheeseburgers and two custards to one lucky entrant which is a huge engagement draw! This led to over 20,000 entries and over 3,200 birthday club opt-ins for the station. The advertiser used lead-generation questions on the registration form to collect valuable customer information. The campaign brought in $8,000 in revenue for the station (and pre-booked $24,000 for next year) and won the 2018 Second Street ‘Best Sweepstakes’ award!
Quizzes
KY3-TV partnered with a local Mexican restaurant for this trivia quiz to raise awareness of their grand re-opening. The quiz consisted of questions about the restaurant which was a great way to engage their customers. The registration form also included an email opt-in and two great lead-generation questions for the advertiser to collect valuable customer feedback data. You can read the full case study here.
Ballots
The Columbus Dispatch partnered with a local brewery for this custom ballot. The advertiser wanted to promote their beer offerings and gather insight on the products popularity with customers. So they gave away a VIP trip to Cleveland and a tour of the brewery which was perfect for identifying qualified leads. The campaign drove over 5,000 votes and 1,300 opt-ins for the brewery!
Photo Contests
Restaurants always want to get in front of families and school-related promotions are perfect to pitch! A local BBQ restaurant sponsored this photo contest from the Arkansas Democrat-Gazette. They asked community members to share their back-to-school pictures for a chance to win free food. As a result, the advertiser to gain brand awareness and reach local families in a fun and creative way!
For even more ideas, download the Seller’s Guide. This handy tool has promotions ideas, prize ideas, lead-generation questions, and more for over 40 top advertising categories.
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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.