Media Bytes
Media Plan of the Year
Adweek names the most effective and innovative media planning work from leading agencies.
Appeared in Adweek on July 25, 2011 - By —Gabriel Beltrone
July 25 , 2011 --Seizing on 2010’s March NCAA basketball frenzy, KSL Media, in its campaign for online tech-electronic retailer Newegg, created the “Mancave Madness” sweepstakes, which gave guys shiny entertainment gear to trick out their sports sanctuaries.
To expand beyond its main customer base of hard-core geeks and draw a wider swath of electronics enthusiasts into the contest, the KSL campaign, created by goodness Mfg, placed sponsorships on scoreboards in select cities while airing satellite and nationally syndicated radio promotions, and running banner advertising on websites like ESPN. “[The Man Cave] is the place for all your toys,” explains Michael Oddi, KSL’s chief marketing officer. “Men are into sports, and they’re also into electronics.”
The campaign’s centerpiece came with the integration of social media tool Dukky, which let Newegg.com track and analyze in real time as contestants shared word of the sweepstakes with friends and followers on sites like Facebook and Twitter.
The campaign resulted in a flood of entries. “We drove over 200,000 submissions,” says Oddi. “Thirty-two percent of those sign-ups were a result of adding social-media sharing.” For Newegg.com, that helped fuel a double-digit sales jump in March 2010 over the previous year.
Perhaps the best part? The media spend was a relative bargain, costing the client under $1 million.