December 8, 2023
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KARE 11 News, is TEGNA’s television news station serving the Twin Cities area as an NBC affiliate. KARE 11 News teamed up with By the Yard, an outdoor furniture company with the primary objective being brand loyalty and learning more about their customers. They offered a chance for one individual to win a $5,000 gift card, enabling them to enhance their personal outdoor space with the sponsor's top-quality and durable patio furniture.
Beyond the financial benefits of the sponsorship, KARE 11 aimed to foster positive relationships and brand loyalty within the community. Leveraging their local and highly popular meteorologist, they encouraged viewers to participate by visiting their website, while also leveraging social media platforms to enhance engagement and participation in their giveaway, using Audience’s Sweepstake tool.
Can KARE 11 News strengthen their brand loyalty by hosting a By The Yard giveaway?
KARE 11 News conducted an extensive evaluation of Audience's sweepstakes tool to determine its potential in enhancing their zero and first-party data.
The measurement of Audience's sweepstakes tool was chosen by KARE 11 News due to its capability to provide valuable insights and data regarding their audience. By utilizing the sweepstakes tool, KARE 11 News could gather information about participants, such as “who has a home” or “who has a backyard. This data would allow KARE 11 News to better understand their audience and tailor their content and offerings to meet their viewers' needs, ultimately enhancing brand loyalty and engagement.
1. KARE 11 News determined that their data collection focus would be on contact information.
2. They met with the Audience engagement team and reviewed the data points.
3. Audience and the team worked together to devise strategies for boosting the number of entries, ultimately deciding to implement a referral system for additional entries. By utilizing Audience's bonus entries form, KARE 11 News effortlessly expanded their reach and witnessed a substantial surge in entries, effectively increasing their exposure.
KARE 11 News involved leveraging the popularity of a well-known meteorologist who served as a reminder to viewers to participate through the station's website and various social media channels.
The outcome of this 4-week giveaway was truly remarkable. Kare 11 News achieved substantial growth in their data as a result of the campaign, with a significant increase in their email opt-ins.
"The tools provided by Audience hold immense value for us. They offer ease of use, the ability to drive audience engagement and facilitate data collection. By leveraging these tools, we not only gather valuable insights but also foster a sense of community among our viewers."- Jim Thomas
Through the collaborative efforts of KARE 11 News, By The Yard, and Audience's sweepstakes tool, the giveaway campaign surpassed expectations. The results were impressive, with over 37,000 total entries, 7,896 unique entries from new users, and 18,237 new email subscribers. This campaign not only provided valuable data insights but also solidified KARE 11 News' position as a trusted and engaging source of news and entertainment for their audience.
The success of KARE 11's giveaway campaign demonstrates the power of combining innovative marketing strategies, community sponsorships, and data-driven insights to foster brand loyalty and engage with their audiences effectively.
KARE 11 News used Audience’s Sweepstakes tool to accomplish their goals. Connect with us today to learn how Audience’s platform can help you grow, enrich, and activate your first-party data.