Success Story: Clients, Viewers Win With Contests

Apr 4, 2005  •  Post A Comment

Some TV stations are helping area companies use promotional contests to entice viewers into coming up with creative services that normally would cost the advertising client many thousands of dollars.

When Mr. ShowerDoor, a Naples, Fla.-based manufacturer, wanted to increase exposure for its frameless shower door, WBBH-TV of Fort Myers, Fla., helped it launch “The Apprentice & Mr. ShowerDoor.”

The promotional campaign, taking a page from “The Apprentice,” invited area high school students to film, produce and edit a 30-second television commercial about Mr. ShowerDoor’s products and services.

The winner from among 10 entries received $1,000 and had his commercial air on the Waterman Broadcasting NBC station during last season’s final episode of Donald Trump’s reality series. Second and third runners-up received $500 and $250, respectively.

“It was a great way for the students to learn about TV production,” said WBBH senior account executive Ann Marie Fox. “You could see it in the kids’ faces that they accomplished a task.” The client is now gearing up for another version of this promotion.

Fox owned-and-operated WBRC-TV in Birmingham, Ala., used a contest to help amusement park Visionland name its newest roller coaster. More than 6,500 contestants entered via online registration or postcard. The winner, 11-year-old Nate Bailey, and the name Zoomerang were announced in February on the station’s morning show, “Good Day Alabama.” He received four season passes to the park, 24 one-day tickets for friends and a $250 Visionland gift certificate.

“Visionland is a premier local attraction and this was a great way to include the community in something for the community,” said WBRC VP and General Sales Manager Mike Lewis.