Ideas for 2018: WRAL’s Car Smarts series pairs on-air talent with car dealership in fun, useful content

Through the end of the year, we’re counting down 10 ideas to consider for 2018. You can read the ideas here.


Lots of local media companies utilize Facebook Live as a tool to capture events as they happen and engage with audience. This could be a big game, a parade or festival, or even a city council meeting.

One progressive broadcaster is now extending the value of Facebook Live as a revenue driven by directly incorporating clients to create quality branded content.

In its Car Smarts series, WRAL pairs its on-air talent with personell from a car dealership to create fun, useful content for auto enthusiasts. Sometimes the segment is filed at the dealer; other times it occurs at remote sites (for example, a college football game when the topic is how to outfit a vehicle for tailgating).

WRAL doesn’t sell the sponsorship and branded content standalone. Rather, it’s part of a larger, multi-platform campaign, but with Facebook Live acting as a unique value proposition for the advertiser.