B$Z: Spike TV Sees Success in Strategic Marketing Partnership with Monster Energy Supercross
February 9, 2010
Spike TV Sees Success in Strategic Marketing Partnership with Monster Energy Supercross
Spike TV has begun to reap benefits from its multi-faceted, distinctive marketing partnership with Monster Energy AMA Supercross, an FIM World Championship. The multi-year deal that began this January enables Spike to strategically target the male 18-34 demographic, which constitutes the core of the network’s audience.
Even though the partnership just launched, Spike has already seen solid results from its partnership with Monster Energy Supercross.
o Spike’s new original series, “Blue Mountain State,” was heavily promoted in the first two supercross events of 2010. Aided by that marketing push, the series premiere drew 105% more men 18-49 than in the same timeslot a year ago.
o Spike’s Facebook® “friend list” has increased steadily in January to over 68,000 with the help of the marketing efforts at supercross events.
o Spike has used its presence at Supercross to help develop its databases through email capture and driving sign up to SMS alerts for fans of the network.
“By immersing Spike brand messaging in supercross, we are able to speak to our audience who craves high-action entertainment,” said Todd Ames, Vice President, Consumer Marketing, Spike TV.
“Feld Motor Sports is proud to welcome Spike TV into our family of sponsors of Monster Energy Supercross”, said Charlie Mancuso, President of Feld Motor Sports, “This is a ground breaking marketing partnership and we look forward to working with Spike TV in the months and years to come.”
SPIKE’s Monster Energy Supercross marketing package includes the following:
o Spike becomes the name-in-title sponsor for “Holeshot,” a highly visible track feature highlighted in each main event race of the evening. The Spike “Holeshot” will be strategically placed at the first turn on the race course.
o Spike receives a variety of branded trackside banners, branded pit banners, and signage on the awards podium. Spike “Holeshot” winners will also receive a Spike-branded check that will be awarded during the podium presentations. There are 15 events held in venues all across the country and one international event with an estimated attendance between 750,000-1 million spectators.
o Spike will receive multiple commercial spots during CBS and SPEED Channel’s nationally televised broadcasts. CBS is scheduled to telecast nine events and SPEED will air 16 events this year.
o Exclusive content for the Spike.com webpage with the riders of Monster Energy Supercross.
o Spike will have audio mentions on webcasts of supercross events.
A season-long subscription to the official webcast of Monster Energy Supercross, Supercross LIVE®, is available for $39.99: http://www.supercrossonline.com/supercrosslive. Supercross LIVE® is the only weekly live Monster Energy Supercross race call, and features long time voices of supercross, Jason Weigandt and Jim Holley.