WB20 Station KBWB-TV Case Study

» “King of the Hill” Trivia Promotion

In order to build viewership during November Sweeps Week, San Francisco’s WB20 (KBWB) teamed up with NetInformer to launch a premium text message TV contests where viewers of “King of the Hill” used their cell phones for a chance to win $50,000 cash prize.

Objectives

Increase repeat veiwership on syndicated programs
Create interaction between viewers and station brand
Build database of opt-in mobile numbers
Extend sponsorship advertising beyond screen

Promotion

During airings of “King of the Hill,” viewers were prompted to play an interactive quiz by texting “WB20” to the Short Code 71WIN (71946). Players received a trivia question on their mobile phone about the episode they just watched. For a 50 cent convenience fee, viewers replied with their answer. Correct responses were entered to win a weekly $50,000 cash prize or a wide screen HDTV.

As an added incentive to play, all viewers who answer correctly or incorrectly won a mobile coupon for a free Big Hunk candy bar from contest sponsor Annabelle Candy Co, Inc. Participants also get reminder messages and the chance to opt-in for future offers and promotions from the WB20.

Results

40–200 participants per day
43% of participants opted-in for future WB20 offers
20% of participants downloaded the sponsors mobile coupon

cell phone photo

WB20 runs contest during “King of the Hill” program, prompting viewers to play.

Viewers text “WB20” to receive question and play in contest.

Participants are sent a confirmation and follow-up reminder message to watch and play again.

All players win a Big Hunk candy bar via a mobile coupon redeemable at a special prize site. Grand prize winners are contacted by phone.

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