Case Study: WGPR-FM (HOT 107.5) drives revenue and engagement with Second Street Lab

Imported from Detroit Video Contest Drives $50K for WGPR-FM

WGPR-FM (HOT 107.5), a Detroit urban radio station focused on R&B and hip-hop, wanted to move its long-running local music feature online to better connect with the city’s hip-hop community, build brand loyalty, and increase website traffic and engagement. Working with Second Street Lab, the station created the “Imported from Detroit” MP3 submission contest, sponsored by Heineken, as a sponsorship opportunity tied to local music discovery.

Second Street Lab implemented a fully integrated campaign with on-air promotion, live events, homepage takeovers, banner ads, text-to-win sweepstakes, newsletters, social media, and mobile-friendly voting/submission tools. The program generated 1,287 MP3 submissions, 6,261 registered users, 11,635 votes, and 187,934 pageviews, while producing $24,000 in sponsorship revenue plus an additional $30,000 buy; Heineken also indicated plans to reinvest at a similar or higher level for 2015.

WGPR-FM (HOT 107.5)