Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Dec 1, 2008
When daytime-TV host Kelly Ripa told her Live with Regis and Kelly audience last June about a recent "High-Heel-A-Thon" race in Amsterdam and bragged that she could win one, the ABC show's producers got an idea they could run with. They partnered with Dr. Scholl's for Her as a sponsor, and on July 9, Live fans from around the country came to New York's Central Park in their best heels to run a 150-yard sprint against Ripa for a $25,000 prize.
The team at ABC Domestic TV created sponsor-branded trappings, such as T-shirts, racer bibs, an awards-ceremony backdrop and even a runner's spa village, where attendees received product samples and services, including foot massages at the Dr. Scholl's for Her "Foot Rejuvenation Station."
Adding a feel-good angle, Live also brought in a charity partner, the March of Dimes, attracting Moms to donate and participate.
More than 500 women-and five men-from 48 states stepped up to the challenge. The event caught major media buzz via news coverage across many outlets, including a made-for-Web feature on Soapnet.com on event day. For Ripa's Live, the
"High Heel-A-Thon" delivered a 3.3 HH rating, an 18 percent increase above the season average. And for the March of Dimes, there was a $50,000 payoff.
"The idea of 500 men and women racing in high heels is a great visual that obviously struck a chord," says Michael Gelman, the executive producer of Live. "And it benefited the March of Dimes, a terrific charity. So there was an altruistic aspect to it, as well."
Sandra Szahun, vp/partnerships at ABC Domestic Television, agreed that the campaign was a hit: "Kelly Ripa's participation made it even more exciting for the press and the entrants. And, of course, Dr. Scholl's for Her was the perfect brand match and partner that made all of this possible." And perhaps the best part of all: Plans already are being developed for next year's "High Heel-A-Thon."
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
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