So, You Think You Want to be an X Jock?

104.9 The XRockford, IL

Campaign Objective

• We had a variety of clients involved in this promotion with one goal in common: create awareness of their brand by leveraging the power of an engaging multi-platform promotion.

On-Air

On-SiteOnline

Promotional Concept• We created the promotion, “So, You Think you want to be an

X Jock?”

• This promotion gave listeners the opportunity to audition at local venues for the chance to be the next on-air personality of WXRX and receive a full scholarship to broadcast school.

• We empowered our listeners to help us choose the newest personality they‘d be listening to on WXRX with on-site and online voting.

Multi-platform Campaign: On-Air• Live and recorded promos ran 6 times a day throughout the 8-

week promotion to generate excitement about contest, promote the live auditions, and drive traffic to the website for voting.

• All sponsors benefited with various levels of promo inclusion.

Multi-platform Campaign: On-site• WXRX held auditions during live remotes

at 5 strategically-placed bar venues throughout our market.

• Potential X Jocks had 104 seconds to impress the judges and engage the crowd.

• Audience members were able to vote on their favorite contestants during the Live Auditions.

• Prizes were given out to the 10 qualifiers

at the Grand Finale remote where we chose the new X Jock. Sponsor banners and personnel were on-site.

Multi-platform Campaign: Online • A Custom Channel was created on

wxrx.com to provide information and entertainment. • Photo Gallery to see all contestants

and the “X Jock Lifestyle”• Event Calendar for upcoming

auditions• Interactive Poll with a coupon offer• Fan-Favorite voting. • Video Channel for visitors to watch

auditions and rate each one

• Pre-roll ads, streaming commercials, website ads, and Station Newsletters were also used to drive traffic to the Custom Channel.

Pricing

• WXRX billed over 10K with this promotion– Each bar paid $1,500 to be an Audition Venue and

have a live remote.– Each prize sponsor paid $1,000 for promotion

inclusion.– Miller Lite paid an additional $1,000 on top of

their spot investment.– Radio 1 Broadcast School awarded a scholarship;

there was no cash investment on thier part.

Results• The station and clients all benefited from

the huge buzz that was created from this promotion; it was even featured in the local newspaper. Additionally, we found a great on-air personality that was already known before she ever went on the air.

• “The contest went better than we ever could have expected. We had crowds at all of our live events and we got great finalists at each event. We satisfied both our clients and our contestants.” Jim Stone, WXRX PD

• Website traffic increased over 350% during this promotion.

• Affinity Club membership increased over 50% during this promotion.