Case Study: Radio One achieves $10K in sponsorship revenue with Second Street Lab

WERQ Selfie Contest Engages Audience & Drives $10K

Radio One’s WERQ-FM in Baltimore wanted a summer promotion that would better engage its younger audience and create shareable user-generated content with low barriers to entry. The station turned to Second Street Lab for a hashtag-based Instagram photo contest model, using the #QSelfieSummer campaign to meet listeners where they were and encourage social interaction.

Second Street Lab helped Radio One execute the contest with weekly prize changes, daily selfie themes, and strong on-air/online promotion, plus sponsor integrations like Cricket Wireless. The promotion generated $10,000 in revenue from a wireless company, drew 500 entries in the first five days, and was successful enough for Radio One to plan broader rollout, with a forecast of $50,000 in company-wide revenue from similar contests.

Radio One

Tim Hall

Director Integrated Marketing