KHRD (Red 10
3.1) in Redding, Ca. has launched a creative idea to drive new membership and engage current participants. Dave Shakes, Matthew Reisz and PD Don Wilson developed a campaign involving several features inside loyalty to connect a community event (hatching of three Eaglets) with the upcoming Eagles concert. Here’s how it works:
1) Listeners hear the promotion on the air to win Eagles tickets by predicting the time and date the Eaglets will hatch. They are directed to the station’s website at red1031.com
2) On the main page of the site, they are directed to the contest, where they can predict the time and date for each Eaglet.
3) When the eaglets hatch, the closest prediction wins a pair of tickets to the Eagles concert.
Why this is successful:
1) It’s driven by content first. All of the promotion is around the offer (Eagles) and the content (Eaglets). Their RedHead club is simply the delivery vehicle for the promotion.
2) It’s easy to participate. The instructions are simple, predicting when the three Eaglets will hatch.
3) It’s well promoted. Notice how the promotion is displayed prominently on the main page of their website, with one click to participate.
4) Clicking through on the promotion takes the member to a page produced using the Custom Contest feature. It further explains and executes the contest, and the graphics are terrific.
5) It’s community oriented. Hatching three eagles is big news in the community, and this ties into it perfectly. It also connects the station brand with one of their core artists, and another big station event.
Dave & his team will hopefully add a link back from the EagleCam at Turtle Bay, driving more enthusiasm for the promotion and building not only new members, but increased cume.
Click to their website and see it live at red1031.com.
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