WKYT-TV partners with local business for their Auto Racing Contest

Background:
WKYT-TV and WKYT.com took part in Second Street’s 37-week national auto racing UPICKEM contest. WKYT-TV is owned by Gray Television, Inc. Digital Sales Manager, Tim Coles, knows his sports contests – he has been running contests for pro and college football, college basketball, and golf each year.

Challenge:
Lexington does not have a professional race track in its market. The closest track is over an hour north of Lexington. The concern was if local advertisers would sponsor a contest of this nature.

Solution:
The promotion for their Auto Racing Contest included on-air ads, online banner ads and email reminders before each week’s race. The exclusive sponsor was a local wireless provider. The online component, beyond ROS ads, included additional online banner and TV commercials promoting the contest. A larger display at the top of the contest page featured the sponsor’s logo.

Results:
The Auto Racing Contest brought WKYT $10,000 in revenue from one sponsor and 670 player participants coming back each week for 37 weeks to play.

We had several request from our viewers asking if we were going to have the contest. We had decided that we would run it even if we did not have a sponsor. So having a sponsor was gravy and they benefited by being included on the banners and promotions.”
Tim Coles, Digital Sales Manager

Why It Worked:
It was promoted heavily with all WKYT products including online, on-air and an email campaign. All ads were sold for the full 37-week period.