One of our newest clients, WTSP in Tampa, Florida, recently capped off a hugely successful launch promotion. The station partnered with Wesley Chapel Toyota to give away a 2009 Toyota Camry as a launch prize that wrapped up a 90-day promotion that had tremendous tangible results for the sponsor and the station…including over 4,000 new members!
Check out the details on this promotion and a video featuring the winner…
The Rewards Program in Tampa (WinStuff!) was integrated into this contest several ways. Some of those include:
- A registration survey asking viewers to opt-in to receive promotional material from Wesley Chapel Toyota for a free entry into the online car sweepstakes (88% opted in). The survey also inquired as to whether or not the viewer currently owned a Toyota.
- Wesley Chapel Web Trivia – A weekly trivia question was posed in the “Trivia” section of WinStuff that drove thousands of responses from viewers visiting the Wesley Chapel website to obtain the correct answer.
- Wesley Chapel Featured Link – Wesley Chapel Toyota was featured in the Featured Link section of the website, delivering over 15,000 local clicks to the advertiser’s site in the 90-day promotion
- Wesley Chapel Watch and Win – Two Wesley Chapel Toyota television commercials were presented to viewers in the Rewards program . The viewer then took a short survey about the commercial to earn points.
- Car Buying Survey – WTSP successfully used the Survey module to identify 40 in-market leads during the 90-day promotion
- Service Survey – WTSP successfully used the Survey module to identify 250+ Toyota owners who would like to receive 20% off their next routine maintenance for follow-up with special offer mailer
- Banner Ad creative – Wesley Chapel Toyota had sole use of the Winstuff Banner Ad placement for these 90 days, delivering just short of 2 million banner ad impressions to WTSP viewers
- Wesley Chapel Sweepstakes – Additional entries into the sweepstakes could be “purchased” with Rewards points. At the date of drawing, nearly 4,000 Tampa residents were registered in the contest with over 17,000 individual “tickets” purchased for the Sweepstakes
Pete Nikiel, Vice President of Marketing for WTSP had this to say. “ By integrating WinStuff into this advertiser’s campaign we were able to deliver tangible results to Wesley Chapel Toyota. Not only did they receive traditional on-air exposure, but as a result of this campaign they built a robust local mailing list, distributed special offers from their service department, and created an incredible branding experience with our viewers. Our client was thrilled with the promotion…”
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