Success Story

Magazine Drives Huge Engagement with Bracket

St. Louis Magazine generates more than 850 opt-ins in a week with local iconic foods bracket.

by Jarrett Medlin, St. Louis Magazine

Case Study Highlights

  • Mass-appeal bracket
  • Inspired future campaigns
  • 1,100+ opt-ins for magazine

The Idea

St. Louis Magazine, circulation 40,000, hosted a Food Fight bracket featuring iconic foods from the city. The people of St. Louis—like those of other cities—have some passionate debates about the region’s most iconic foods. We expected a bracket of this type would drive tons of engagement from our readers.

When we created the St. Louis Food Fight contest, we hoped that it would serve as an example of what St. Louis Magazine could do with future brackets while keeping potential revenue opportunities open as well.

Magazine Drives Huge Engagement with Bracket

The Execution

We compiled a list of iconic St. Louis foods and narrowed them down, with a conscious effort to not use specific business or product names. In the future, similar brackets might include advertising opportunities as well.

Iconic STL Foods

We decided to limit our bracket to eight entrants. This would give us three separate rounds of fan voting, each lasting four days. We kicked off the first round on a Thursday, with the final round ending on the following Friday.

STL Mag Food Fight Bracket

Our focus was on generating the most engagement possible to get our audience excited. We leveraged social media, email, run-of-site ads, our online contest carousel, as well as our core media to get the word out.

Social media and emails from STL Mag

The Results

Utilizing this fun topic to spark our audience’s passion was a hit! The bracket collected more than 1,750 votes and added more than 850 opt-ins across three magazine newsletters. Plus, our email birthday club grew by nearly 280 people!

With this success, we now have proof of concept to provide to advertisers, and we can sell the series throughout the year. We’re hoping to launch many of these food-themed brackets in the future, starting with the St. Louis Food Fight Pizza Bracket.

STL Magazine Pizza bracket

More resources

Success Story
Reed In Partnership Revitalises Customer Feedback Loop and Maximises Satisfaction with Rant & Rave

Discover how Reed in Partnership improved NPS evaluation and response times by collaborating with Rant & Rave, solving issues of low feedback volume and long survey cycles.

Read more

Success Story
Tai Calon Community Housing Achieves 90% Customer Satisfaction with Rant & Rave

See how Tai Calon improved customer satisfaction by addressing financial pressures, resource constraints, and rising expectations through strategic insights and prompt actions.

Read more

Success Story
Football Ballot Scores Big for Small Market Newspaper Group

See how My Horry News scored major revenue and community engagement with their creative football fans’ choice ballot.

Read more