Cablevision Systems Corp. will offer the Jan. 16 Mike
Tyson-Frans Botha pay-per-view event free to subscribers who spend $50 or more at
Cablevision-owned The Wiz electronics stores.
The deal, supported by a $1 million-plus regional marketing
campaign, is the first of what could be several synergistic deals between
Cablevision's cable service and its other retail and entertainment divisions, said
Michael Bair, president, product management and marketing for Cablevision, which has 1.7
million addressable subscribers.
Consumers spending $50 or more at any of Cablevision's
40 Wiz outlets in the New York tristate area will receive a coupon good for a free viewing
of the Tyson-Botha fight, which sells at a suggested retail price of $45.95. Consumers
will have to mail in coupons along with their cable bills to get credit for the event.
Bair said the promotion will create an enormous amount of
buzz for the fight, while increasing the amount of traffic within the Wiz stores during an
otherwise slow period.
"We're trying to boost floor traffic for the
stores, while driving PPV performance and introducing a new set of values for our
customers," Bair added.
In the advertising campaign, Cablevision has lined up
outdoor billboard promotions, along with radio and broadcast-television spots, said Linda
Evans, vice president of marketing services for the MSO. In addition, Cablevision will run
cross-channel spots over barker channels, as well as on several basic networks.
Meanwhile, all Wiz stores will feature point-of-purchase
displays, posters and signs through the day of the fight.
Cablevision is no stranger to unique PPV-marketing deals:
The MSO offered the first two Mike Tyson-Evander Holyfield fights for an unprecedented
$9.95 per round.