WFNI partners with Jim Beam for College Basketball Contest
Background: WFNI and 1070thefan.com ran a college basketball tournament bracket. WFNI is owned by Emmis Communications. Its Digital team understands the importance of integrated campaigns, using not only online ads to promote this contest, but also on-air talent across all three of its stations in the Indianapolis area.
Challenge: Indianapolis has several media companies that run their own version of the College Baskeball contest. WFNI needed to present an idea to their sponsors that helped them stand out from the rest.
Solution: WFNI’s Bracket Challenge combined their listeners’ passion for the station and its personalities with the excitement of the year’s biggest college sports event to leverage a powerful interactive marketing opportunity for their sponsors. WFNI took advantage of the Second Street national prize of $1,000,000 to the player with a perfect bracket. Players also competed for round by round national & local prizes. Rather than being tied to their original picks, players picked each round progressively which kept them “in the game”, thus increasing exposure to the sponsor’s message. The promotion for their College Basketball Contest included on-air ads, online banner ads and email reminders before each round. The presenting sponsor was Jim Beam Whiskey. The online component, beyond ROS ads, included additional online banner and radio spots promoting the contest. A larger display at the top of the contest page featured the sponsor’s logo and video commercial.
Results: UPICKEM College Basketball Bracket Contest brought WFNI $7,000 in revenue from three sponsors and had over 1,000 player participants coming back each week for 5 weeks to play.
Why It Worked:
- Integrated station support.
- The Bracket Challenge was promoted heavily with all WFNI products including on-air talent mentions, on-air promos, online ads, VIP pickers from the station and an email campaign.
- Plus, all ads were sold for the full 5-week campaign.