Case Study: The Signal achieves 1,415 opt-ins and renewed sponsor revenue with Second Street Lab

Cutest Couple Contest Generates 1,400+ Opt-Ins for Local Mall

The Signal, a 9,500-circulation daily newspaper in Santa Clarita, wanted to create a new advertising opportunity for a local mall that had not been interested in traditional print ads. Second Street Lab helped The Signal launch a Cutest Couple Contest, building on the paper’s online contest experience and using a sponsor-driven promotion to attract participation and revive the mall’s relationship with the publication.

Second Street Lab executed the contest across The Signal’s website, print, email, social media, and on-location materials, with Westfield Valencia Town Center as the sole sponsor and a prize package tied to mall retailers. The campaign generated $2,000 in revenue for The Signal, 70,000 votes, and 1,415 email opt-ins for the mall, helping turn a dormant advertising relationship into one that continued to grow.

The Signal

Vince Johnson

Chief Multimedia Officer