WRAL-TV Hoops Headquarters Campaign

Brand:
WRAL-TV (Raleigh, N.C.)

Agency:
News Over Wireless

Duration:
March-April 2007

GOAL:
For many North Carolinians, college basketball tournament season is the most magical time of the year. That’s why Raleigh, N.C.-based WRAL-TV wanted to showcase its unprecedented, local coverage through an integrated campaign across a variety of platforms—TV, Web, radio, computer and with its mobile solution WRAL Wireless.

SOLUTION:
In March 2007, WRAL-TV launched “Hoops Headquarters,” a marketing campaign designed to highlight the station’s MEAC, CIAA, ACC and NCAA tournament coverage. Initially, a special Hoops Headquarters graphics package was created for news, online, wireless and programming.

WRAL-TV worked closely with News Over Wireless to integrate Hoops Headquarters into the WRAL Wireless application. To help users, an easy-to-navigate menu structure was designed just for tournament coverage, including a special menu for video. News Over Wireless and WRAL also collaborated to ensure that the new content was formatted correctly and in place to optimize timely, consistent updates.

On-air TV spots highlighted the station’s mobile solution, WRAL Wireless, as one of the vehicles viewers could count on for game schedules, standings, video recaps and more. WRAL-TV ran 229 gross rating points to promote wireless over a two to three week period. The station also promoted Hoops Headquarters in radio ads, reinforcing the availability of mobile access for devoted basketball fans unable to stay glued to the TV or Internet.

WRAL Wireless’ role in Hoops Headquarters—providing on-the-go hoops action—was promoted online through the station’s desktop weather application. The mobile solution served as the premiere sponsor for the application during the March and April events.

Joint promotion across all vehicles ramped up as the ACC and NCAA tournaments kicked off in March 2007. Animated graphics ran during programming to promote game times and matchups. The station also included a feature article in the WRAL.com e-mail newsletter promoting on-air, online and wireless coverage.

RESULT:
WRAL-TV successfully delivered an integrated marketing campaign, reaching viewers through TV, radio, the Internet and mobile. WRAL Wireless’ Hoops Headquarters category was the most viewed during the weekend of the ACC Tournament, and overall mobile traffic increased by 50 percent. The category sustained popularity throughout the NCAA tournament. WRAL.com experienced nearly a 300 percent increase in page views of its Sports section during the weekend of the ACC Tournament. Ultimately, Hoops Headquarters raised awareness not only around WRAL Wireless, but also around the station’s dedication to making high-quality, valuable news accessible no matter where you are.

ABOUT NEWS OVER WIRELESS <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

News Over Wireless is part of CBC New Media Group, LLC, a division of Capitol Broadcasting Company. News Over Wireless works with local television stations and wireless phone carriers to provide local news on mobile phones through video channels, Java applications and premium WAP. News Over Wireless partner stations reach over 72 million television households and carrier relationships touch over 168 million mobile subscribers. For more information, visit www.newsoverwireless.com.