Five ways media companies used events to generate leads and brand awareness for advertisers

From major community events to small informational meet-ups, events can produce the results advertisers want


Events are powerful for many reasons. They are big revenue drivers, they help you engage your target audience, and they generate leads. For vendors and sponsors, events can provide excellent opportunities for increasing brand awareness and generating qualified leads.

By coupling engagement campaigns and events, you’ll be able to create an even more powerful avenue to deliver results for your clients.

Here are five adoptable examples of media companies that combined an event with an engagement campaign—or even created an event from its engagement campaign. All these case studies have one thing in common: They delivered terrific results for their advertisers.

1. Prep Football Fans’ Choice Awards Ballot
When Providence Medical Institute in Santa Clarita, Calif., opened its brand-new facility, administrators were looking for a way to stand out amongst their competition and solidify themselves with the high school athlete community. 

The Santa Clarita Valley Signal worked with the sponsor to develop a high school football ballot to achieve their goals. The ballot culminated with an event honoring the winners held at the medical institute. 


The event attracted strong attendance from the winners, their parents, the local football community, and the medical center’s staff. The Signal’s even afforded a great opportunity for Providence to interact with the community families, and begin new relationships with future patients.

2. Hear Clearly Sweepstakes

WPSD-TV in Paducah, Ky., worked with a local audiology center that was anxious to find people interested in purchasing hearing aids. The center wanted to host an event to educate potential customers, and WPSD helped them cultivate a list of qualified users to invite.

The station created the “Hear Clearly Giveaway” that offered as a prize a pair of high-end hearing aids. This specific prize ensured people entering the contest would also be interested in the company’s products. In addition, WPSD included survey questions asking about the user’s interest in hearing aids and if they would be interested in attending an event to learn more. 

Nearly 100 people said they would be interested in attending. Given the high price-point of hearing aids, that was 96 extremely valuable leads. 

3. #OdinMugShot Hashtag Photo Sweepstakes

Odin Brewing Company, located in a near suburb of Seattle, had just rebranded and repackaged their drinks. They were looking for a way to spread awareness about the new creative designs, and KNDD-FM thought they could help.

KNDD worked with the brewery and restaurant to create an Instagram hashtag photo sweepstakes featuring its new can design. To kickoff the contest, the station hosted a viewing party for a big Sunday night football game. At the event, users snapped photos to post to the contest. The event also ran a dinner offer that came with an exclusive mug featuring the new design. The advertiser was thrilled with the results.

4. Lake Lanier Islands Dream Wedding
Lake Lanier Islands Resort near Atlanta was looking to double the number of weddings booked from their previous year and teamed up with WSB-FM to help them achieve their goal with the Dream Wedding Contest.

The contest had multiple stages of voting and narrowed the field down to three lucky couples who were interviewed on the station’s morning show. 

While just the winning couple received their dream wedding, the top fifty vote-getting couples were invited to an event at Lake Lanier Island Resorts that showcased their wedding packages. At least ten weddings were booked as a direct result of the event.

5. The Best of Prep’s Best Mascot Contest
The Best of Preps contest is a premier event hosted by the Daytona Beach News-Journal. A local business, Brown and Brown Insurance, was looking for increased branding and exposure within the community and hoped that being the exclusive sponsor would help it achieve those goals.

Brown and Brown’s branding was featured on all promotional materials for the contest including the contest page and print ads. They also had a table set up at the event to draw in new clients and customers and were frequently announced during the event itself. 

A big draw for the event was an appearance by former quarterback Tim Tebow, a Heisman Trophy winner with the University of Florida, who could also be watched by people at home through a live video stream. Brown and Brown were thrilled by the results.

Events present a unique opportunity for you and your advertisers to get involved with the community. Make sure you’re leveraging events to achieve goals and drive results that will bring your advertisers back time and time again.

Matt Coen is president and co-founder of Second Street, a Saint Louis-based provider of private-label online promotions platforms for media companies.