WCAV-TV was looking for a way to build its own Fans and create a sponsorship opportunity for a local advertiser. The Charlottesville, VA station (DMA 183) knew Father’s Day was coming up and used one of SocialNewsDesk’s Case Studies to develop the perfect contest to meet both goals.
Father Mows Best
Holidays are a perfect hook for social media campaigns. And WCAV-TV’s Digital Sales Director, Alex Friedman had a sponsor in mind for Father’s Day. Friedman approached New Virginia Tractor with a concept for a riding lawnmower giveaway on the WCAV-TV Facebook Fan Page. The Contest Application, powered by SocialNewsDesk, would include Like buttons for WCAV’s Fan Page and the New Virginia Tractor Fan Pages too. Eager to build new Likes, the sponsor jumped on board.
A Package Deal
WCAV-TV presented one of SocialNewsDesk’s Case Studies to New Virginia Tractor to show them the contest concept. Friedman says it helped a lot: “No one wants to be the guinea pig. Showing the sponsor a complete concept with examples of how it’s worked before was a huge help.” The sponsor signed up right away. WCAV-TV charged them $2500 cash and required New Virginia Tractor to provide a $2500 Tractor as the prize for the contest. In exchange, the sponsor received:
- Exclusive naming rights of the Facebook Contest on WCAV’s Fan Page.
- Prize Giveaway Segment on the Morning Show on WCAV.
- Daily Facebook and Twitter Posts on WCAV’s Fan Page promoting the contest.
- (100) :30 on-air spots promoting the contest.
- 75,000 digital impressions promoting the contest.
- Leads database.
The WCAV-TV team put together a clever promotions campaign both on Facebook and On-Air. One of the promotional Facebook posts even got more than 100 Shares. Each week, a new qualifier was chosen. All qualifiers then gathered at New Virginia Tractor for the Grand Prize Giveaway which happened live on the Morning Show on WCAV-TV.
New Virginia Tractor was thrilled with the result of the Father Mows Best campaign on WCAV-TV. The sponsor received 985 total entries, collected 296 leads and got 1,420 new Facebook Likes. When Friedman asked the sponsor how he liked the campaign, New Virginia Tractor said: “It was even more than we expected!”