In preparation for Cincinnati Reds season, FOX Sports Ohio launched a preseason promotional campaign, “March to Opening Day,” to create excitement for the upcoming season.
* The campaign featured elements that fully integrated programming, production, marketing/PR, website and social media.
* The combined efforts of FOX Sports Ohio and WKRC on Reds Opening Day yielded a staggering 16.3 HH rating, beating first run prime shows. (The Reds won their first game of the season on a 3-run HR by catcher Ramon Hernandez in the bottom of the 9th.)
“This promotion was a great success. It fueled our fans and the city for the upcoming season," stated Cincinnati Reds Advertising Consultant Audra Sordyl. "The feedback we received from our front office and fans was fantastic! The Cincinnati Reds thank FSOHIO for their partnership and outstanding work.”
Programming
* Reds Classic Rewinds: Five (5) Reds games from the unforgettable 2010 season
* Reds Spring Training: Four (4) Reds Spring Training games
* Two-hour special Reds Live pregame show on Opening Day, featuring the walk off HR from last season’s clinch game and postgame locker room celebration as well as coverage of the day’s live festivities.
Production
* Additions to the broadcast team, including former Red Sean Casey
* Branded all preseason Reds programming with March To Opening Day theme
* Utilized March to Opening Day to promote 141 games in HD
* Featured Cincinnati native Nick Lachey in Opening Day tease
Marketing/PR
* Branded campaign with customized logo
* Created a series of five (5) player profile spots
* Utilized theme in all preseason tune-in spots, opens, and additional elements
* Utilized outdoor digital boards in Cincinnati and Columbus
* Designated additional on-air and outdoor inventory to support Reds team messaging
* Created a series of 12 on-site event opportunities at local lunch spots and bar establishments through Feb. and Mar., “Road Trip to Opening Day”, where fans could play games and win prizes, all while promoting Reds coverage.
* Hosted a Fan Cam at the Holy Grail on Opening Day, as final stop on the Road Trip to Opening Day, where fans were asked Reds trivia questions on-air as part of a recorded postgame show segment.
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| Fans getting ready for Opening Day at our Fan Cam event. Click here for more photos! |
* Garnered media coverage of all elements in various print and web outlets, including The Cincinnati Enquirer (Broadcast team, Red Classic Rewinds, Rewinds, Spring Training, Spring Training, Spring Training, HD); FOX 19 (Broadcast team, Road Trip); red-hot-mama.com (Broadcast team, Rewinds. Spring Training, Broadcasters, TV schedule); redlegnation.com (Broadcast Team, TV schedule); OMGReds.com, Fangsbites.com, Wopopular.com; mlbcenter.com; redreporter.com, mlb.com; WKYT; theredsreport.com; ohkyintristatemedia.blogspot.com; redlegrap.com; Local 12; and more.
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| Alex Slemc on 96 Rock with Gamble and Finn |
Radio appearances were made live at the Opening Day Fan Cam on 96 Rock by Director of Marketing Alex Slemc and Reds broadcasters Chris Welsh and Jeff Piecoro.
Website/Social Media
* Created a designated page for March to Opening Day, featuring a countdown clock to opening day and Hal McCoy’s coverage of Reds preseason
* Hal McCoy hosted live online chats during Reds Spring Training games
* Promoted all March to Opening Day elements via Facebook and Twitter
* Invited fans to on-site events and posted photos and video via social media.
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| Fans enjoying the prizes. Click here for more Road Trip To Opening Day event photos on Facebook. |
