The
Goal
Drive local advertising revenue, cross-channel support and
consumer tune-in for the Stanley Cup Playoffs.
The Execution
A grand prize slap shot for a $1 million cash prize, broadcast
spots, custom microsite, retail window clings and countercards
got the word out. A marketing first was well embraced when
consumers received free authentic NHL hockey pucks at retail
that served as both a valuable premium and the game piece.
An Instant Win was overlaid using $1500
gift certificates for autographed hockey merchandise from
Steiner Sports. Affiliates that participated in the promotion
and fulfilled broadcast spot commitments received HDTV sets.
Marlin handled all concepting, creative,
gameplay, sell-in materials, affiliate teaser mailings,
affiliate system fulfillment, website development, entry
data collection, official rules, vendor partnerships, winner
eligibility, notification and fulfillment.
Results Recap
The Agency gained over $2.7 million in media value and 39,000
local spots, helping secure OLN’s place as the new
home of the NHL and the go-to network for pro hockey action.
|
|