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"The launch of the application was an exciting online adventure. We did some news station promotion but our goal was to pursue online and the results have been very successful. We were able to approach our sponsor on the first day and they have no TV sponsorship connected with this application. This particular project has no television dollars attached to it. The client was a local car dealership and their marketing strategy is very aggressive and always wanting to try new things, when we first approached them they didn’t give it a second thought; the desktop concept throughly intrigued them. We have kept their sponsorship exclusive for the past 3 years; they know we can approach other sponsors but with the justified dollar amount we are receiving from them makes sense for us to keep them as our sole sponsor for the desktop application. We were able to see the ROI on the application within the first month; the investment in the desktop application was a win-win situation for us not only because of the ROI, but the usefulness of the product. It doesn’t require any other type of resourses.
With over 17,000 downloads to date, and the knowledge of our viewers are keeping the application open on their desktop up to 7 hours per day, has certainly increased our branding efforts. Since the application is an exclusive license, it has helped us tremdously with market pentration since we have no worries if the competition even tries to showcase a similar product. We know that they will not be able to surpass us.
Working with ActiveAccess has been a very pleasant experience they are always there for us with any issues in a very timely manner. Bottom line; this product has been a very good thing for our station."
Station: WFIE
Market – Evansville, IN
General Manager – Lucy Himstedt
Contact: Steve Burger – Director of News Media