The Idea
Micheladas are popular drink of choice in KESQ-TV’s market of Palm Springs, CA. Because of this, many of their local restaurants have wanted to be offically crowned the best when it came to their Micheladas. The KESQ-TV team jumped on this opportunity to spin some friendly competition into an audience engagement driver.
The Execution
The team at KESQ-TV crafted a ballot that allowed local restaurants or their audience to nominate themselves as the best makers of Michelada. Images, descriptions, and business information were included in the nominations to help each business promote themselves. The ballot then opened for voting where their audience to vote to crown the winner.
The KESQ-TV team also secured sponsors Pablo’s Tacos & Beer and Estrella Jalisco, as they wanted to be associated with this fun community engagement and also benefit from the awareness and leads this promotion would drive.
A multi-media package was utilized to promote this niche ballot. The KESQ-TV team curated email blasts that included links to their sponsors’ websites, Facebook mentions, on-air mentions and commercials on La Poderosa, their Spanish station, and digital ads.
They also printed signs for participating restaurants with a quick and easy QR code that lead to the ballot. The participating restaurants placed these at their POS terminals so customers could scan and vote right then and there.
The Results
The Best Michelada niche ballot started with a win for KESQ-TV, as 6 of the businesses that were nominated were not already clients of KESQ-TV. These businesses turned into leads for the KESQ-TV team to call upon.
Over 1,000 votes were cast, over 200 promotions opt-ins were collected, and nearly 500 opt-ins were collected for their sponsors. The winner of the Best Michelada was featured on one of KESQ-TV’s news segments and was awarded a certificate created by the station to hang in their business.
The KESQ-TV team deserves a cheers for crafting such an fun and engaging promotion, and for brining in $6,000 in revenue.
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Matt is a Customer Success Manger at Second Street. He works with our partners to help them succeed with engagement campaigns, and is also our in-house expert on running successful ballot programs.