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| CLIENT: |
State Farm/ Mothers Against Drunk Driving, KPNT (105.7 The Point) |
CHALLENGE:
State Farm and Mothers Against Drunk Driving (MADD) partnered with Emmis Community Outreach
to explore a new avenue to effectively communicate the anti-drunk driving message to a
difficult to reach audience: teen drivers. As a result, an online and on-air campaign gave
these teen drivers an incentive to find out more about drinking and driving.
 SOLUTION:
Emmis Community Outreach created a series of on-air messages that were aired on 105.7 The
Point in St. Louis featuring local State Farm agents. The goal of these messages was to
drive listeners to the Point's website to test their skills at the "Driving Safety Challenge."
This interactive game focused on educating drivers about the dangers of drinking and driving.
In addition, MADD provided an exclusive streaming video by Simple Plan called "Untitled"
that was available on the Point's website.
Upon completion of the quiz/game, listeners were able to print off a coupon for $15 off
admission to Six Flags and also register for one of ten prize packs which included a four
pack of tickets to Six Flags and a pair of tickets to Pointfest. The campaign could also
be seen in local schools through posters distributed by State Farm agents and at Pointfest
on programs and at a special interactive booth.
RESULT:
Educational messages on KPNT helped drive a very tough audience to seek out information on
MADD and State Farm. The campaign showcased State Farm as an outstanding community partner
and helped to raise awareness of MADD and its services offered.
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