Case Study Highlights
- $8,300 in revenue from campaign
- 1,100+ opt-ins for station
- 100+ hot leads for sponsor
KNDE-FM is a DMA 94 radio station out of College Station, TX. With summer being one of their slower periods, the station decided to use this as an opportunity to grow their database. As a college town, the station knew a digital promotion would allow them to stay connected with their audience even if they were currently out of the listening area during the summer break. The Blockbuster Blow Out sweepstakes ran for six weeks during June and July and offered the grand prize of a year of free movie tickets to the local theater.
While their main goal was database growth for their station, KNDE-FM felt this also had the potential to drive revenue. With the promise of hot leads from targeted survey questions, the station was able to secure a local real estate company, Worth Residential, as the sponsor for an investment of $8,300.
The sponsor was eager to participate as the new fall school semester offers lots of opportunities for signing new leases.
One of the best parts of the contest was the prize itself. Like most radio stations, local businesses frequently offer free tickets or gift cards in exchange for mentions on-air, so these tickets were something KNDE-FM already had on hand. This allowed the station to collect even more revenue as they didn’t need to deduct the prize cost from the sponsorship.
At the end of the six-week campaign, more than 1,300 people had entered the sweepstakes. 1,100+ signed up for KNDE-FM’s database and 660+ requested for Worth Residential to contact them about deals and information regarding their properties. Not only did Worth Residential learn about the home ownership status of the entrants, 100+ people asked to be contacted personally by the sponsor.