Case Study: 107.7 The End achieves $22K in new revenue with Second Street Lab

Photo Sweepstakes Secures $22K in New Revenue from Brewery

107.7 The End, a Seattle alternative rock radio station operated by Entercom Communications, needed a way to help new advertiser Odin Brewing Company launch its new beer can packaging, build brand awareness, and excite distributor and retail partners. Working with Second Street Lab, the station used an Instagram hashtag photo sweepstakes tied to the #OdinMugShot campaign and a brewery viewing-party kickoff to drive engagement.

Second Street Lab implemented the contest with a $2,500 prize, heavy on-air and digital promotion, and a kickoff event at the brewery with themed props and brand activations. The campaign generated strong participation and, including 70 kickoff offers sold, delivered $22,000 in total revenue for 107.7 The End while boosting awareness and excitement around Odin Brewing Company’s new packaging.

107.7 The End