How KSTP TV and Apollo’s Furnace Giveaway Unlocked Key Demographic Data to Drive Future Revenue Growth

Objective

KSTP TV partnered with Apollo’s Great Furnace to provide a valuable service to local Minnesotans in need during the winter season. The campaign aimed to boost community engagement, gather valuable demographic insights, and generate positive brand exposure for Apollo’s Great Furnace through a heartwarming furnace giveaway. The primary goals were to collect nominations for those in need of a new furnace, increase brand awareness for Apollo, and showcase their community involvement.

Strategy

The campaign was designed to run throughout the winter, focusing on community nominations and surprise giveaways. Participants were encouraged to nominate someone they believed was in need of a new furnace. To qualify, nominees had to live within 50 miles of the KSTP station, ensuring a local impact.

Key elements of the campaign included:

• Nomination Process: Participants submitted names and stories of why the nominee deserved a new furnace.
• Surprise Giveaways: Throughout the winter, KSTP surprised three lucky Minnesotans with Lennox furnaces, valued between $5,000-$8,000, providing both a life-changing prize and significant publicity for the sponsors.
• Data Collection: As part of the nomination process, demographic information such as addresses and reasons for needing a new furnace were gathered. This data provided insights into the most popular age group (55-64), top-performing cities, and the most common area codes involved.

Results

The campaign saw significant community participation, with nominations pouring in from across the region. Not only did the giveaway successfully engage the audience, but it also provided critical demographic insights for KSTP and Apollo’s Great Furnace.

Key results include:

• Strong engagement from local communities, particularly from the 55-64 age group.
• Top-performing cities and area codes were identified, allowing for targeted future marketing efforts.
• Apollo’s Great Furnace received widespread local exposure, reinforcing their reputation as a community-driven business.

Building on the success of last year, the campaign is running again this winter with a similar structure. With paid social efforts now added, KSTP TV and Apollo’s Great Furnace are expecting even higher participation and engagement levels this season.