Success Story: KSAT

Holiday Giveaway at $30k! One Station’s Success Paves the Way for Future Contests!


KSATKSAT-TV is so pleased with the success of their ’12 Days of Christmas’ Facebook Contest using SocialNewsDesk that they’re already planning to repeat the contest for Christmas next year as well as several other holidays. The December 2013 Facebook Contest brought in more than $30,000 for the San Antonio, TX (DMA 36) station. And they believe they’ll make MORE next time around.

12 Days of Christmas:

KSAT 12’S approach to their latest social media giveaway is unique because as the contest progressed, they increased the value of the prizes. Some background – KSAT decided it wanted an attention-getting contest on Facebook to run in December. They approached advertisers they knew would have attractive prizes for the holiday. Among the prizes – jewelry, flat-screen TVs, a hotel stay and a $1600 Espresso machine. They assigned each sponsor a day. And prizes were cumulative. So Day 12’s winner won ALL 12 Prizes! The station promised its sponsors a lot, and got a lot in exchange!

The Deal:

KSAT chose a price, stuck with it, and signed on sponsors willing to pay it. Each sponsor paid $1250 to be part of the contest and then had to provide AT LEAST $1200 in prizes! The grand total hovered right around $30,000 dollars!

Here’s what was promised and delivered:

  • 12 Day Contest

  • Sponsors’ logos on graphics, on air, and on banner ads on the website

  • Contest promoted through on-air mentions and :30 spots (no amount promised, it’s left up to availability)

  • Winner announced on Facebook and on the station’s morning newscast

  • Facebook Likes for the Sponsor (Sponsor’s Like Box placed on Contest App – 1 Sponsor per Day)

  • Leads database for the sponsors

In total, the KSAT 12 Days of Christmas Facebook Contest via SocialNewsDesk received 21,400 entries. The station got 8,000 new Likes over the course of the contest. Each Sponsor received between 650 and 4,200 new Likes on their page during the contest. Each sponsor was able to collect the full list of email address opt-ins to add to their own databases.

Takeaways:

KSAT and its advertisers are thrilled with the success of this contest. Digital Sales Manager, Matt Baine said, “We didn’t know how it would go and it’s been amazing. We will definitely do this next year and we will charge more!” They’re also planning a similar contest for Valentine’s Day. Next year, they plan to add a live 1-hour show to promote the sponsors and add value to their already enticing 12 Days of Christmas Holiday Giveaway.


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