KESQ-TV wanted to tap into a culturally relevant local trend to boost audience participation and create new advertising opportunities. Micheladas are a beloved staple in the Coachella Valley, and local restaurants take pride in their signature versions. By building a ballot around this regional favorite, the station turned a fun community competition into a high‑engagement program with strong sponsor visibility.

The promotion delivered strong results for both the station and participating businesses, generating new revenue, expanding marketing lists, and surfacing new advertiser relationships.

• $6,000 in revenue
• Nearly 500 sponsor opt-ins
• 200+ promotions opt-ins
• 1,000+ votes cast
• 6 new advertiser leads
• By leveraging Upland Second Street’s ballot platform, KESQ‑TV not only engaged viewers, but also strengthened advertiser relationships through clean registration flows, sponsor opt‑ins, and a polished, high‑value ballot experience.

Why it worked:

• A hyper‑local topic that already mattered to the community
• Strong sponsor alignment with a culturally relevant theme
• Simple, focused ballot structure that encouraged participation
• Multi‑channel promotion that kept the contest visible
• Easy nomination and voting flows powered by Second Street

Impact:

The “Best Michelada” ballot strengthened KESQ-TV’s connection to the community while giving local restaurants and sponsors meaningful visibility. The promotion created new advertiser relationships, expanded the station’s marketing lists, and demonstrated how a tightly focused, culturally relevant ballot can deliver both engagement and long‑term revenue opportunities.

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