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Success Story: Duluth Station Puts On The Dogs

Apr 19, 2004  •  Post A Comment

WDIO-TV in Duluth, Minn., let the dogs out with its season-long “Watch for Dogs” promotion centered around telecasts of University of Minnesota Bulldogs and Lady Bulldogs hockey games.
During on-air commentary for 17 games, the announcer would name a featured player of the week. Viewers could then enter a weekly drawing by writing the player’s name on an entry form available at participating locations. Sponsors included 40 Subway restaurants, Menard’s, Duluth Lawn & Sports, Daugherty’s Hardware and Johnson Bros. Furniture. During the next aired hockey game, the current winner would be announced.
“Each winner got a small package from the client and a chance for a remote car starter,” said Jeff Laundergan, promotion manager for the ABC affiliate. The remote starter was the viewers’ chance at the grand prize, a maroon 2004 Honda CR-V, shaded to match the Bulldogs’ team colors. The car was provided by sponsor Krenzen Auto Mall.
“This is the biggest-ticket item we have given away,” said Mr. Laundergan. “Our client has been very happy with [the promotion]. We have a three-year contract with him.”
The car was given away April 2 during a live 6 o’clock news broadcast. “We saw a definite increase in ratings with this promotion,” Mr. Laundergan said. “We got a 9 rating on a Saturday night with a 19 share in the November book.”
The promotion did not use any print or radio but did use a lot of posters. If the station runs a similar promotion in the future, Mr. Laundergan said, he would find a radio partner.