Marketing

Dodge Ram Geared Up And Went

4/11/2011 12:01 AM Eastern

Last October, as part of its continuing advertising relationshipwith Dodge trucks, Outdoor Channel ran a month-long “Gear
Up and Go!” promotion, tied to the start of deer-hunting
season.

It was the fourth annual sweepstakes — culminating with
Kenneth “Bruce” Jackson of Swartz Creek, Mich., winning a
2011 Dodge Ram Outdoorsman Truck — but, in keeping with
the growing inclusion of social media in such non-endemic
deals, Outdoor Channel upped the ante.

This past year’s multiplatform execution featured $9 million
in cross-channel spot value, heavy on-air
rotation with prominent Ram integration, an
online takeover with above-the-fold positions
for 30 days and, perhaps most prominently,
a Ram “Countdown to Opening” interactive
widget, signaling the start of hunting season.
On-air and additional online support was also
included, along with Facebook, Twitter and
YouTube shout-outs to help Dodge better interact
with the network’s passionate hunting
audience.

More than 130 participating cable systems
nationwide, translating to more than
14.3 million subscribers, signed on for the
promotion. Affiliate participants got taggable
cross-channel spots, local ad-sales vignettes
offering tips on how to make the most of fall
activities and additional marketing materials.

Throughout October, visitors could click
through to a dedicated “Gear Up and Go!”
microsite that trumpeted a complete list of
prizes including a Bobcat CT225 compact tractor, a Pradco
Prize Pack, an Eastman Gorilla KK Expedition HX Treestand
and, of course, Mr. Jackson’s truck.

In 2009, the promotion attracted 140,000 viewer enrollments;
in 2010, it brought in 175,000.

“The economic downturn really challenged CMOs to do
things differently,” Denise Conroy-Galley, executive vice president
of marketing and research for Outdoor Channel, said.
“And I think that’s been really good for us.”

September