From April 4 to April 6, we executed a radio campaign in fifteen US markets that encouraged the audience to participate in the Extreme Couponing “game.” DJs began the week by talking about the challenge of stretching the family budget. DJs discussed how watching the show exposed them to amazing ways to get more for less. They encouraged listeners to call in and share their own stories. Then, DJs invited listeners to join them at their local grocery store to play “Extreme Couponing” the game! With the DJ’s help, the in-store event inspired the audience’s participation, with the show played on screen, and games played with shoppers who could win a TV and a gift card.

Radio spots also ran throughout the campaign to let viewers know to watch TLC on Wednesday at 9PM to see the best couponers in action and get hints to beat the “system.”

People wanted to become “Extreme Couponers” and realised that by watching Extreme Couponing, they could achieve greater savings.•In just 3 days we executed a competition through radio in 15 key local markets to drive audience participation with our in- store savings game•We inspired and increased viewership 89% in the same 3 days for the premier episode, exceeding our core metrics•A blogging genre was spawned that the masses continue to access for expert advice in how to save big