Hot FM’s '$30K or $30 Wedding'

Station: Hot FM, WA Campaign Type: Promotion Promotion Timeframe: 2 months Target Market: 10 – 17 yrs, 18 – 24 yrs, 25 – 39 yrs

Background/Brief

Hot FM, WA’s tactics team came up with a promotion idea to give away a group[ of client products and participation for around Valentine’s Day. Clients included venues, jewelers, helicopter tours, etc. The idea of giving away a wedding is developed to engage and excite listeners. Promotions solicited listeners who were interested in winning a ‘wedding with a twist’ to enter.

Campaign Objectives

  • Encourage competition entries.
  • Increase station listening.
  • Connect with listeners.

Insights and Solution

'Hot FM’s $30,000 or $30 Wedding' Promotion. HOT FM 95.7 promoted the competition and prize on-air across the WA regional network. Couples were encouraged to enter to win a ‘wedding with a twist’ without knowing the twist – that they may have to marry on a $30 budget, then witness the couple who beat them experience the wedding of their dreams on a $30,000 budget.

Over 200 couples entered and went through a strict screening process and two finalists are drawn from the final list of applicants - one couple from Kalgoorlie and the other from the Southwest. A week prior to the wedding date the couples are advised of the twist and must gain as many votes as possible to win. On-air pre-promotion and media coverage of the couples in the lead up to the big day leads to fantastic promotion results.

Results

  • Hot FM’s website traffic increases by more than 1000%.
  • More than 10 newspaper articles are released about the couples and promotion – including 2 front pages.
  • Several statewide TV stories.
  • Over 1000 additional fans on Hot FM WA’s Facebook page.
  • Over 4,500 unique votes placed on website in the 1 week voting period.
Download this Case Study as PDF
“The promotion ran smoothly from start to finish, which is rare for something of this scale – the pre-planning, behind the scenes work, use of multiple platforms and on air execution was second to none”
Ashley Myatt, Regional General Manager – Hot FM WA.
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