Detroit-based magazine, D Magazine, wanted to capture more email addresses from regular site visitors and identify new audiences in the Detroit area. Melissa Chowning, then director of D Magazine audience development and currently a media consultant, and her team decided to launch a food competition dubbed "The Game of Tacos," to garner interest from foodies in the city and convert those individuals. In this video, excerpted from the webinar "How Publishers Can Convert Unknown Visitors to Known Audience," Chowning explains how the competition got off the ground and grew an incredibly active segment of D Magazine's audience.

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