The ABC affiliate claims that it has more "Likes" than any other local TV station in the country, thanks in part to a big time contest sponsored by the Mercedes Benz Dealers of Southern California.
SOCIAL MEDIA
KABC Surpasses 600,000 Facebook Likes
Lots of people in Los Angeles like KABC.
And lots of people would love to win a 2014 Mercedes-Benz CLA. A $100 gas gift card is also a nice prize.
The ABC affiliate said this week that it now has garnered more than 600,000 “Likes” on its Facebook page, and claims that it has more likes than any other local TV station in the country. One of the reasons for all the likes is a recent contest that launched last week, courtesy of Mercedes Benz.
To enter, viewers simply have to “Like” the KABC Facebook page. Those who already like the page are automatically entered. The contest launched last Tuesday and goes through Friday, Sept. 27. The KABC morning show has picked a daily gas card winner during the newscast. On Sunday, Sept. 29, during the ABC7 Eyewitness News 11 p.m. broadcast, the station will announce the grand prize winner of the sports car.
“Social media is a priority for us as we look to the future of local television,“ KABC-TV president and GM Arnold Kleiner said in a statement. “We are all connected in social media more than ever and as the most watched television station in Southern California we want to serve our viewers just as well in the social space as we do on television.”
The station also has more than 145,000 followers on Twitter.
BRAND CONNECTIONS
KABC, which produces 46 hours of news each week, uses its Facebook page to provide viewers with breaking news, weather information and behind-the-scenes looks at the station, in addition to contests exclusive to Facebook fans.
Wendy McMahon, VP creative services and programming at KABC, says the station’s social media strategy gets viewers to watch more frequently.
“Our hope is that people will check their mobile devices while watching TV any time of the day and discover a new story or a new reason to tune in to our newscasts,” she says.
Comments (6)
Matthew Castonguay says:
September 24, 2013 at 9:28 am
I think this is the second time they’ve given away a Mercedes in a like-gated promotion. Question: Do most of those 600,000 people “like” KABC, or do they really like the idea of getting a free Mercedes? This is a serious question that anyone engaged in social media marketing has to ask themselves. Is an organic like better than one generated by a giveaway? Are all “likes” equal?
Brian Critchfield says:
September 24, 2013 at 9:31 am
Rocker – You’re right. That’s a great – and very important – question. What good does it do if I like KABC in an effort to win a Benz, when I live in Denver?
Wagner Pereira says:
September 24, 2013 at 12:31 pm
http://www.businessinsider.com/pg-proclaims-digital-marketing-is-dead-2013-9
Joe Adalian says:
September 24, 2013 at 12:26 pm
Empty “Likes” are just a way to appease shareholders. Most don’t understand who local television serves. They only hear about the sizzle of the internet and social media. Once a local television station gets online they are not special anymore except for the power of television to send them to their online destination.
Keith ONeal says:
September 24, 2013 at 9:42 pm
These TV News Check writers NEED to KNOW the DIFFERENCE between a Network Owned and Operated (O&O) Station and an Affiliate. Andrew Dodson writes that KABC is an Affiliate. It is not. KABC is an ABC Owned and Operated Station. Let’s get the facts right, people!
Abbie Harrison says:
September 24, 2013 at 11:29 pm
Correct me if i’m wrong….but isn’t the way that this contest was conducted against Facebook’s policy? I was under the impression that a station (or other entity) could not do such a thing solely based on “liking” a particular page. A station I worked for several years ago did such a thing during sweeps and really got them in hot water with their lawyers. Since then, all giveaways through “liking” a page have required a third-party registration in order to qualify for the prize being given away.