The Last Contest

“The Last Contest” at KCBQ: From Concept to Cultural Phenomenon

The magic of The Last Contest at KCBQ was more than a sweepstakes—it was a masterclass in showmanship and creativity, driven by program director Jack McCoy and his talented team. From conception to execution, every detail was designed to captivate the audience’s imagination, immersing them in a thrilling audio experience that blurs the line between fantasy and reality.

Jack McCoy: The Visionary Behind The Last Contest

KCBQ’s brilliant program director, Jack McCoy, was already a trailblazer known for his audacious promotional ideas. Inspired by the dramatic style of movie trailers, McCoy wanted to create a radio contest that was larger than life. But unlike traditional giveaways, this would be more than a contest—it would be an experience.

According to McCoy, the idea was simple: “Make the prize announcements so outrageous, so big, and so compelling that people wouldn’t just listen—they’d imagine themselves winning.”

Crafting the Contest: Building Suspense Through the Theater of the Mind

The genius of The Last Contest was in the presentation. Each promo was crafted to take the listener on an emotional journey. McCoy personally wrote and voiced many of the promotional spots, weaving rich, vivid imagery into every announcement.

• Production Mastery: Using layered sound effects like roaring jets, crashing waves, and cheering crowds, McCoy created a “theater of the mind” experience. The promos often began with a cinematic build-up, swelling music, and then a powerful, dramatic proclamation:

  “A Learjet… for a weekend… waiting on your private airstrip… whisking you to the French Riviera… or to your own secluded island retreat… This could be yours… if you win… The Last Contest!”

• The Prizes: The contest promised a dream world of prizes, and they were described in such detail that they felt within reach. Among the fantastical offerings:

  • A Porsche 911 delivered to your driveway.
  • A dream home fully furnished.
  • A weekend on a private yacht with a personal chef.
  • Front-row concert tickets and backstage meet-and-greets with rock legends.

• The Catch: The mystery was that listeners didn’t know exactly which prize they might win. All they had to do was enter by sending in a postcard with their name and phone number—simple, but the possibilities felt endless.

Implementation and Listener Engagement

To participate, listeners were typically required to send in postcards or stay tuned for specific on-air prompts. The simplicity of entry and the allure of the extravagant prizes led to an overwhelming engagement. Phone lines were inundated with eager participants, and the station’s mailroom overflowed with entries, reflecting the contest’s immense popularity.

Impact and Legacy

“The Last Contest” boosted KCBQ’s ratings and left a lasting impact on radio promotion strategies. Its success demonstrated the power of creative storytelling and high-quality production in capturing an audience’s attention. Radio professionals have since studied and emulated the contest, seeking to replicate its magic.

Industry veteran Fred Jacobs reflected on the contest’s legacy: “It was brilliant in every way—bombast, bigness, packaging, brilliant writing, amazing VO (McCoy himself), and stellar production. McCoy threw in everything in an effort to superlatively make a gargantuan statement.”

In essence, “The Last Contest” is a testament to innovative promotion’s transformative power, illustrating how creativity and dedication can elevate a radio station’s connection with its audience.

For a firsthand experience of the contest’s original broadcast, you can listen to this composite recording from 1972:

The Execution: How The Last Contest Dominated San Diego’s Airwaves

The contest was structured in a way that kept listeners glued to their radios:

• Hourly Teasers: Every hour, KCBQ announces a new potential prize from the seemingly endless catalog. Each announcement was delivered with flair, building anticipation.
• Mystery and Suspense: Listeners never knew which prize would be awarded or when their name might be called. This unpredictability created appointment listening—people simply had to keep their radios on.
• Postcard Avalanche: Thousands upon thousands of postcards flooded KCBQ’s mailbox. The contest became the talk of San Diego. Businesses, schools, and even government offices would pause during prize announcements.

Behind the Scenes: The People Who Made It Happen

• Jack McCoy (Program Director & Voice of the Contest): The mastermind, scriptwriter, and voice behind the booming promos. McCoy was known for recording takes until they felt like “audio movies.”
• Terry Fox (Production Director): Responsible for the stunning production effects that made the contest larger than life. He layered McCoy’s narration with music beds, jet sounds, and effects that turned each promo into a mini-blockbuster.
• The KCBQ Air Staff: DJs like Shotgun Tom Kelly, Bobby Ocean, and Charlie Van Dyke kept the excitement alive on-air, hyping up prize announcements and interacting with listeners.
• Sales and Promotions Team: Brought in advertisers who wanted their brands associated with the biggest promotion on the airwaves. The contest boosted not only ratings but also ad revenue.

The Impact: A Ratings Juggernaut

The results of The Last Contest were staggering:

• Dominated Arbitron Ratings: KCBQ soared to the #1 position in the San Diego market. Arbitron surveys showed unprecedented time spent listening, with some listeners reporting they kept the radio on day and night.
• Crippled the Competition: Rival stations scrambled to compete but failed to replicate the magic and scope of McCoy’s production.
• Became a National Phenomenon: Other stations began licensing The Last Contest format from Drake-Chenault Enterprises. Cities across America—from Los Angeles to Chicago—experienced their own versions, but none quite matched the original flair of KCBQ.

The Cultural Frenzy: Listeners’ Stories

The power of the contest was best reflected in how deeply it resonated with the community. Some memorable stories:

• A Teacher and Her Class: A local teacher reportedly brought a radio into class and paused lessons during prize announcements—turning history lessons into history in the making.
• A Gas Station Giveaway: A listener winning free gas for a year caused such a stir at the local Chevron station that the location saw a spike in business for weeks.
• The Yacht That Wasn’t: One listener famously kept telling friends they were going to win the “yacht for a weekend” prize—so confident that they rented a captain’s uniform in advance!
• The Business of The Last Contest: A Financial Windfall

The Last Contest was not just entertainment—it was a business masterstroke:

• Increased Ad Sales: Sponsors lined up, knowing that listeners couldn’t turn away from the radio. Some local car dealerships even donated vehicles as prizes for promotional consideration.
• National Licensing: The format became so popular that stations across the country purchased it from Drake-Chenault Enterprises for tens of thousands of dollars per market.
• Revenue from Merchandising: KCBQ even sold The Last Contest branded merchandise—T-shirts and bumper stickers—that became collector’s items.

Controversy and Litigation: When Big Promises Meet Big Problems

Success also brought scrutiny. At some stations that tried to replicate the contest, chaos ensued:

• Overpromising and Under-Delivering: Some stations that adopted the format failed to secure the extravagant prizes they advertised, leading to listener complaints and, in some cases, lawsuits.
• FCC Warnings: The Federal Communications Commission (FCC) began monitoring contests closely, leading to stricter regulations around prize fulfillment and on-air contest disclosures.
• A Class-Action Scare: A lawsuit was filed alleging misleading promotions in one market, but it was settled out of court with prize substitutions.

Despite these issues, KCBQ’s execution remained pristine. McCoy ensured that every prize was delivered and every promise kept—a point of pride that cemented the station’s stellar reputation.

The End of an Era: What Happened to The Last Contest?

The Last Contest faded from the airwaves as radio evolved and the industry moved into the era of digital programming and social media promotions. But its influence never disappeared.

• A Blueprint for Viral Marketing: Modern contests on platforms like TikTok and YouTube still borrow from The Last Contest’s playbook: create spectacle, build suspense, and reward engagement.
• Legacy in Podcasting: Some podcasts and streaming radio shows have revived the concept of long-form, theatrical promotions as a nod to McCoy’s masterpiece.

Jack McCoy’s Reflection: The Contest That Changed Radio

In a later interview, Jack McCoy reflected on what made The Last Contest special:

“Radio is about imagination. It’s about taking listeners somewhere. ‘The Last Contest’ didn’t just sell prizes—it sold dreams. And people bought them with their ears and their hearts.”

The Lasting Legacy of The Last Contest

• Industry Awards: The Last Contest won multiple awards from the Radio & Records Convention for promotional excellence.
• Hall of Fame Induction: Jack McCoy was inducted into the Radio Hall of Fame in part for his work on the contest.
• Historic Preservation: KCBQ’s original recordings are now part of the Museum of Television and Radio.

Conclusion: The Contest That Will Never Be Forgotten

The Last Contest was more than a radio promotion. It was a cultural phenomenon that blended art, marketing, and showmanship into an unforgettable experience. Decades later, it remains the gold standard for what radio promotions can achieve when creativity, production, and passion collide.

In the world of radio, many contests have come and gone. But The Last Contest? That one truly lived up to its name—because no contest ever quite matched its magic.

And if you’re still wondering what it was like… well… maybe you’ll win… in the next… Last Contest.