Kickin' Contest Creates Buzz in Community

Duncannon, PA - WQLV FM wanted to tune into community values and turn up excitement surrounding its station. It got all of that - and a lot more - with SCA's Pass, Punt, and Kick promotion and the offer of a new car or $25,000 cash!

Called 'Kickin for Cash,' the contest focused on the local high school football team at Susquenita High. To play, participants registered on the station's Web site, at a sponsor's location, or at one of the five contest games.

At the end of the first quarter, one name was drawn as the lucky contestant. WQLV put a sponsor representative on the field with the contestant to increase exposure.

"As a small operation, we need to be able to tie into sponsors. While we pick up a good portion of the cost, we have to include sponsors to make these contests fly," says general manager Jim Hepler.

To win the big prize, contestants had to pass a football from the far corner of the field, punt the ball from where it landed, and kick a field goal from the new mark. At half time on October first, in front of a packed stadium, contestant Ken Wilson heard his name called. Wilson claimed the football at the end of half time and passed, punted, and sent it soaring over the goal post.

For Hepler, the win not only boosted the station's exposure, but it also helped create excitement around future promotions.

"It created a lot of buzz in the community, and none of our competitors are doing anything like it. In our ads, we can now say 'You can be like the local guy who won $25,000 four weeks ago,' and they have a reference point, says Hepler."

The win also paid off for the station's sponsors. "Having a winner really made a believer out of them.

"SCA is an excellent company to work with. There was no hesitation on their part when we sent in our documentation, and within a week we had our check. That made us extremely happy."

Bottom Line A promotion tied to community events is a great way to increase buzz around you and your sponsors. WQLV gained instant recognition as the station that awarded the big prize, and its sponsors saw an increase in traffic when people came in to register.