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Cross Media Campaign Drives “Dude for a Day” Wannabes to the Web for Speed Channel and Kawasaki
An innovative cross-media marketing campaign consisting of Web, television and print media advertising (FHM Magazine) designed to encourage viewership of Speed Channel’s popular “Dude for a Day” show and interest in sponsor Kawasaki motorcycles, has generated over 90,000 online registrations in just six weeks. Digital marketing and CRM specialist MindComet designed the Online Data Collector (ODC) which provided Speed Channel additional branding exposure and generated a valuable database for future marketing efforts for Kawasaki.
“The Speed Channel and Kawasaki sought a compelling way to leverage a perpetual campaign synergy to heighten awareness of a new television show while promoting enthusiast interest in Kawasaki motorcycles,” Paul Lewis, MindComet senior vice president of sales and marketing. “Speed Channel and Kawasaki were looking to build a consumer database on which to develop long-tern digital relationships with their target audience, which was accomplished in little more than a month.”
"MindComet's involvement in the ‘Dude for a Day’ promotion made it Speed Channel's most successful Internet campaign to date. Their interactive design helped to significantly increase Speed Channel's online and television viewership," said Bill Osborn, Speed Channel, Vice President Marketing.
During the “Dude for a Day” show, a special entry code was shown onscreen in conjunction with Kawasaki sponsorship, instructing viewers to visit the Speed Channel website and register for the promotion. The “Dude for a Day” promotion consisted of a small weekly giveaway and a grand-prize of a custom Speed Channel branded Kawasaki motorcycle and a trip to Laguna Seca.
“The Dude for a Day promotion illustrates the power of combining cross media buys with cross relationship strategies to maximize the value of advertising initiatives. We are delighted to work with Speed Channel on their innovative advertising initiatives, which provide an ideal basis for the kind of cutting-edge interactive solutions that is a MindComet specialty,” said Ted Murphy, CEO, MindComet.
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THE DUDE FOR A DAY WINNER
Dan Waterman, Tucson, Ariz., is the winner of Speed Channel’s “The Dude for a Day” contest, beating out nearly 90,000 entrants for a Grand Prize package that includes a Speed Channel custom 2003 Ninja ZX-6R motorcycle, a trip for two to the FIM World Superbike Race at Laguna Seca, a lap around the track at Laguna Seca and loads of Kawasaki and Speed Channel gear. Waterman, who watches Speed on Comcast, received the news by phone, when Team Kawasaki rider Eric Bostrom called from the set of Speed Channel’s 2 Wheel Tuesday program. Waterman will spend part of his day in California with Bostrom and Team Kawasaki.
In 2003, Speed Channel is the exclusive U.S. cable home for many of the top motor sports series in the world, including Formula One, The Champ Car World Series, the NASCAR Craftsman Truck Series, USAC, World Rally, ASA, IHRA, ALMS, Grand American Road Racing, F3000 and live coverage of AMA and FIM motorcycle road racing events. Now available in more the 62 million homes in North America, Speed Channel is the fastest growing sports cable network in the country and the home to NASCAR TV.
MindComet is a multi-disciplinary global solutions developer offering a complete array of digital marketing and enterprise solutions designed to assist our clients realize maximum return on investment and achieve their business objectives.
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Kelly Reaves
kelly.pr@mindcomet.com
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