Case Study: The Wisconsin State Journal achieves over $100K in contest revenue with Second Street Lab

Golf Contest Drives Over $100K for Madison.com

The Wisconsin State Journal, part of Lee Enterprises, needed a way to drive engagement and revenue through its Madison.com website and online contests. To do that, it worked with Second Street Lab on the Mulligan Match-Up, an online PGA golf contest tied to the paper’s Golf Guide special section and built from a print contest format.

Second Street Lab helped deliver a sponsored, multi-week contest with strong homepage promotion, teaser ads, sponsor placements, and prize giveaways. The campaign generated more than 2,700 entries per week, thousands of email opt-ins, and $102,288 in revenue for The Wisconsin State Journal, with the contest running 24 weeks after being extended 6 additional weeks due to its popularity.

The Wisconsin State Journal