According to a 2012 TV Guide study, 17% of people who saw a TV show mentioned on social media turned on the television to watch that show. It’s a powerful connection that Portland-based KATU was looking to harness. They turned to SocialNewsDesk for a way to use social media to incentivize Facebook Fans to watch their broadcast during the 2012 May Sweeps period.
The SocialNewsDesk Difference
The SocialNewsDesk Watch to Win Facebook application presented an ideal way for KATU to build fans because viewers had to “Like” the page to enter the contest. But unlike generic contest applications, the SND Watch to Win application also provided KATU an opportunity to incentivize Facebook users to watch their newscast.
Turning Fans into Viewers
Setting up the SND Watch to Win application was simple. KATU created custom graphics promoting the contest prize, uploaded them through SocialNewsDesk and then created a list of “code words” which they would broadcast M-F during their morning newscast. In order to win, the Facebook Fan had to watch the newscast, see the code word, and then enter the word into the Watch to Win application which was attached to the KATU Facebook Timeline. Next, the user would have the opportunity to publish a message to his personal Facebook Timeline telling his friends about the contest. This resulted in viral spread of the contest and even more opportunities for increased viewership.
Social Media Sponsorships
KATU was able to secure three major sponsors for their “Great Hawaiian Getaway” using the SND Watch to Win App: Sheraton Maui Resort and Spa, Alaska Airlines and Enterprise Rent-a-Car. The prize included a 5 day, 4 night stay at the Sheraton Maui for 4 people plus air travel, a rental car and breakfast daily. The prize which was provided by the sponsors was valued at over $6,000.
Watch to Win Success
The SocialNewsDesk Watch to Win contest ran from April 30-May 22. During that time, KATU received more than 45,000 entries. And the KATU Watch to Win App Page featuring the sponsors’ ad banners was viewed 74,650 times. KATU’s Facebook Timeline was viewed 81,446 times, a 1500% increase over the prior month when it was viewed just 5,281 times. In total, the KATU Facebook Page enjoyed a 30% increase in Facebook Fans during this time period – going from 24K to more than 32K. KATU Executive Producer John Tierney says: “We were thrilled with the number of new Facebook likes we gained during our Hawaii Giveaway contest. The SocialNewsDesk App made administering the contest a breeze.”