WKMG-TV is finding that timing is crucial when it comes to launching Facebook contests. As a SocialNewsDesk client, the station has full, unlimited access to the SocialNewsDesk suite of Facebook apps. As a result, they’re writing contest concepts into contracts with their advertisers. The best part, according to the Orlando, FL station (DMA 18) is they’re able to deliver instant results with contesting while their clients wait patiently for additional results through traditional TV advertising. They’re leveraging the power of social media’s immediacy to quickly get new eyes and new attention on their clients who are excited at the start of a new campaign. The station’s Digital New Business Development Manager, Kathleen Carnesella’s says her goal is this; ‘We want to bring our partnerships to the next level. These contests are great because it gives us that quick boost in the beginning of a partnership.’
WKMG’s ‘Romantic Getaway’ exemplifies how the station is tying in contesting to annual contracts with clients. Shortly after signing a large year-long contract with Carpet One which included a $4,000 budget for social, the station searched for a way to promote their client immediately. On trade, they organized a 2-night getaway package to the Gaylord Palms Resort. While the prize was unrelated to the client, the client was thrilled to have its logo tied in with the contest, have a prize provided by the station, and the ability to get new likes for their Facebook page. The station was able to impress the client with the heavy promotion that led to nearly 19,000 contest entries.
In November, WKMG’s ‘Fridge and Grocery Giveaway’ also helped solidify a partnership with a contest that delivered huge results and tied in their unique strategy. The station found two long-term clients who had incredible prizes to offer – a refrigerator valued at $2,000 and $2,500 worth of groceries, positioned the contest as ‘Free Groceries for a Year.” They promoted often on air, and on social media and the results were overwhelming; 61,000 entries, thousands of Likes for the station, and more than 10,000 new Likes for each of the sponsors – Southeast Steel and Sedano’s Supermarket. The clients were thrilled with the results and committed to future endeavors with the station.
WKMG has successfully set the stage to tell the story of what contests can do for their clients. They’ve put together an infographic illustrating months of consistent growth on the station’s Facebook page and how in turn, sponsors willing to combine forces can generate new fans and new promotion for their businesses. It’s a strategy that’s working for WKMG right now and they’re continuing to find new ways to tie in contesting for their clients.