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| CLIENT: |
EPIC & Gas America |
CHALLENGE:
The Ethanol Promotion and Information Council (EPIC) was looking for a way to educate the
public about the environmental benefits of filling your gas tank with fuel enriched with
Ethanol. EPIC also looked to take advantage of Ethanol's new relationship with the Indy
Racing League, the first league in auto racing to power its cars with 100% fuel-grade
Ethanol.
 SOLUTION:
In partnership with Indianapolis area GasAmerica locations (many of which sell E85 fuel,
the cleanest-burning, renewable fuel made today), EPIC and 97.1 HANK FM designed a "text
to win" promotion providing listeners the opportunity to win a Flex Fuel Chevrolet
Silverado truck lease and Indy 500 tickets. Listeners tuned into 97.1 HANK FM every other
hour, starting Monday at 7:10am. Once they found out the "Green Flag" key word of the hour,
they could text in the word for a chance to win a family 4-pack to Indy 500 Qualifications
and were qualified for the truck lease! Additional key words were obtained by stopping at
any area GasAmerica location.
RESULT:
EPIC and GasAmerica were able to reach 97.1 HANK FM listeners on-air, online and via text
message throughout the month of May with "Go Green" messages about the benefits of using
fuel enriched with Ethanol. HANK FM received 15,450 total text messages during the program
and also touched listeners during 3 lives appearances at local GasAmerica locations,
including the final giveaway event where one lucky listener won a 2-year lease to the Flex
Fuel truck and tickets to the Indy 500.
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