Strategy
The team launched an essay contest featuring Tom Arnold of FOX Sports’ “Best Damn Sports Show Period” with a Sept. 8, 2004, event at Mickey Mantle’s restaurant and sports bar in New York City, working to generate national media awareness throughout the contest and voting period. A finale event was held in New York featuring celebrity judges Tom Arnold and Michael Strahan of the NFL’s New York Giants and the winner was promoted through broadcast, radio and print interviews nationwide.
Result
The contest generated 200 entries and more than 2,000 votes. The campaign reached more than 92.5 million sports fans through newspapers, online articles, radio spots and TV appearances. Print coverage appeared in the New York Post, Chicago Tribune, Boston Globe and other major metropolitan daily newspapers with headlines such as “Winner's girlfriend thought he was a real loser” and “Tom Arnold Makes Like Carl Lewis For Sports Score.” Broadcast coverage aired in New York on WNYW-TV (FOX), WABC-TV (ABC) and WFAN-AM and nationally on the FOX News Channel national show.
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