How the Feature Tough Love Turns Into A Promotion [audio]
by Tracy Johnson
If it’s not already taken in your market, you should take a long, hard look at the feature, Tough Love Starring Siri. It continues to perform well in every research project I’ve seen. And one station carrying it just hit it out of the park building a promotion around it.
The daily feature asks a life advice question of Siri, the voice of the iPhone. Siri answers with a funny, and most unexpected response.
As mentioned, the research is terrific. In fact, it’s the best testing radio feature I’ve ever seen. It’s working in all market sizes. And because there are three versions of each response (family-friendly, PG-13, Edgy), it works for virtually all formats.
But it really comes alive when the station embraces it.
Pat & JT are the morning show on KQKQ/Omaha. Here’s how Tough Love sounds on their show:
Instead of just giving away cash to the xxth caller (boring), KQKQ gave away Siri-ous money. When the audience won, they petitioned Siri for the cash. I asked Pat Safford (of Pat & JT) for a summary:
This promotion satisfies the contest players. But it does far more. It is an example of entertaining the audience that may not be interested in playing for cash. And it shines a spotlight back to a core feature of the highly rated morning show.