Cash Money not-quite-Millionaires

Radio station’s promo effective way to advertise itself using social media

92 CITI FM's online promotion didn't rely on giving away an elephant either, which - if The Simpsons taught us anything at all - is probably for the best...

As I checked my Facebook account last week, my news feed was inundated with an advertisement for 92 CITI FM. Normally, I’m quick to dismiss pictures posted on other people’s walls as spam. But, this case was different – it had a picture of a lottery ticket on it.

Naturally, I was a little curious, and decided to check the picture out. As it turned out, the radio station bought a lottery ticket and was prepared to share the $50 million prize with anybody who liked or shared the picture.

It was an incredibly clever promotion that provided the radio station with an abundance of inexpensive (it did cost them a grand total of $11 to purchase the lottery ticket) advertising. By the cut off time over 17,000 people shared the picture, and I wouldn’t be surprised if virtually everyone in the city saw it pop up on their news feed.

It’s a perfect campaign because it cost them peanuts, and had the ticket won the jackpot it would’ve certainly made national – if not international – news. I can’t think of many things more newsworthy than a radio station sharing the spoils of a $50 million jackpot with people who liked an ad on Facebook.

Despite the cleverness of 92 CITI FM’s promotional campaign, it does come with drawbacks. The most notable one is that it won’t boost the radio station’s ratings, and I doubt that it will boost the number of its online followers in the long-run.

On the flip side, the campaign got a lot of people talking about the radio station. Their $11 investment was probably one of the least expensive ads they’ve ever paid for, so in that sense it was a success.

The only thing that could’ve made it better is if the ticket won…


About David Driedger

I'm a Creative Communications student at Red River College majoring in public relations. I have a BA with a double major in political studies and history from the University of Manitoba. I'm also the news editor for The Projector.
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One Response to Cash Money not-quite-Millionaires

  1. Ryan McBride says:

    Good analysis. A friend of mine pointed out that the promo actually violates Facebook’s terms of usage. Didn’t stop me from “liking” and “sharing” in hopes of winning a cut of the prize.

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