Case Study: WLEX-TV achieves $24,400 in revenue and 9,000+ new opt-ins with Second Street Lab

Derby Day Ballot Fully Integrates Sponsor + Station

WLEX-TV, a Lexington, KY station, needed a way to capitalize on Kentucky Derby Day excitement while growing its audience database and creating a sponsorship opportunity. It partnered with Second Street Lab to build an interactive “Guess the Dress” ballot tied to Derby coverage, with support from local advertiser Dillard’s at Fayette Mall.

Second Street Lab helped WLEX-TV launch the ballot with anchor dress photos, voting mechanics, multiple newsletter and sponsor opt-ins, and a $500 makeover sweepstakes to drive participation. The campaign generated 9,000+ new email opt-ins, 1,200+ database additions for the sponsor, and $24,400 in revenue for WLEX-TV, while also delivering strong branding, exposure, and repeat sponsorship interest.

WLEX-TV

Sherry Hayes

Director of Digital Sales