Winner: WWE for
Presidential Candidate Videos
on WWE Monday Night Raw
Without spending a dime, WWE generated
more media coverage from its April 21 edition
of Monday Night Raw than most programs
score in a lifetime. All it needed to do was
recruit presidential hopefuls Barack Obama,
Hillary Clinton and John McCain to send over
promos where they borrowed catchphrases
from WWE superstars and legends on the
eve of the Pennsylvania primary.
Clinton took “Hill-Rod” as her moniker,
telling viewers that “the last man standing
may be a woman,” while McCain, doing his
best Hulk Hogan impression, referred to his
supporters as “McCainiacs.” The candidate
who eventually won the White House did the POLITICAL TAG TEAM: WWE’s
best trash talking—Obama took his cue from top pitch persons of ’08.
former WWE superstar The Rock, asking the
public, and Clinton, who could “smell what fast fact:
Barack is cookin’?” ♣ \ WWE landed coverage
in more than 250
national and local
TV outlets, including
Today, The View and
Entertainment Tonight.
HONORABLE MENTIONS:
Visible World for Household
Addressability: AT&T Mobility used
Visible World’s household addressability
software to deliver targeted ads to Cable-
vision subs. Families saw an ad featuring
a couple having dinner with the kids while
small business owners were pitched
spots featuring a businessman in a suit.
Outdoor Channel for Outdoor
Channel Ad Sales Sizzle Reel: With
Ranger Bob narrating, Outdoor Channel
spent a modest sum for a three-minute ad-
sales sizzle reel featuring stunning clips from
its hunting, shing and conservation shows.
qubo for qubo Channel Spot:
Hundreds of local af liates received calls
from parents requesting qubo after it ran
30-second animated spots on NBC, ION
Television and Telemundo during Qubo
programming blocks.
Charter Communications Wisconsin
for Ribbon of Promise Wisconsin
Campaign to Prevent School
Violence: Charter teamed with local
high schools to create 30-second public
service announcements for its campaign
to halt school violence.
ABC Family for ABC Family Upfront
Sizzle: ABC Family created an upfront
sizzle spot designed to give media buyers
chills, helping it score record increases in
ad rates and revenue.
Winner:
The Sportsman Channel for Cable Best Friends Forever
Speaker ribbons at conferences
have a certain allure for some, so
The Sportsman Channel played
a variation on that theme during
CTAM Summit ’08—team members wore mysterious “CBFF”
ribbons (cable best friends forever)
in different colors on their Summit badges. Naturally, attendees
inquired about the plumage. They
were told of a viral campaign
where the rst 25 cable af liates to
collect 5 ribbons (one from each
Sportsman rep) would win an iPod
Touch. Some operators scouted
restaurants and hid in hotel lob-bies, er, hunting for Sportsman
reps with the right color ribbons.
BBC America for Skins: BBC America turned to
You Tube, MySpace and Twitter for Skins, drumming up
a 160-times + increase in searches for the series.
CMT for Gone Country 3: Viewers became the stars in
an online campaign for Gone Country 3, personalizing their
blogs and Facebook pages with videos of themselves.
Discovery Communications/Animal Planet for
Groomer Has It Series Launch: To reach tech-savvy
women, Animal Planet created viral videos dubbed “Cryer,”
“Shaver” and “Loser” and also promoted Groomer on pop
culture sites such as Gawker and Jezebel.
A&E Network for What Happened in Piedmont?
A&E tapped into the alternate reality game trend for its hit
miniseries The Andromeda Strain by building story lines
from the program into an online game and letting viewers
interact virtually.
