The problem

Finding new ways to monetize broadcast audiences.

KQ2 was looking for ways to monetize their viewing audiences and integrate more sponsorable inventory into their daily broadcasts.

The solution

A live, sponsored trivia sweepstakes powered by Audience Cast.

They partnered with Audience to run an on-air trivia sweepstakes to drive engagement and create new sponsor inventory, giving local advertisers a tangible, measurable way to reach KQ2 viewers.

How it worked

On-air trivia meets viewer participation.

On-air trivia
Multiple-choice tourism trivia questions aired at the end of each newscast. A full-screen overlay featured the CVB sponsor logo and a QR code for viewers to scan.

Viewer participation
Scanning the QR code directed viewers to submit their answer, then enter a branded sweepstakes sponsored by the St. Joseph CVB. Five winners received prizes provided by the CVB.

The package
The sponsorship ran across five daily broadcasts at 5a, 6a, 5p, and 6p, with results revealed at the 10p news. The CVB logo was featured prominently with every trivia overlay. The package sold for $600 to $800 for one week of promotion.

Revenue opportunity
As an evergreen campaign format powered by Audience Cast, this trivia sponsorship represents a yearly revenue opportunity of $34,000 to $50,000 for KQ2.

Why it matters

The bigger idea: broadcast as a data channel.

The KQ2 x CVB campaign is a proof of concept for something larger. The QR code mechanic is not just a novelty. It is infrastructure. The connective tissue between a broadcast audience that is enormous but anonymous, and a digital audience that is small but known.

Context

About the campaign.

KQ2 is a local TV station in St. Joseph, Missouri. The St. Joseph Visitors and Convention Bureau is a regional tourism organization promoting the city as a travel destination. During May 4 to 8, they partnered on a National Tourism Week trivia sponsorship, five days, up to four broadcasts per day, one QR-powered engagement loop connecting the two.