Cup Runneth Over For Versus, Chrysler

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Versus is offering a Stanley Cup-themed local affiliate sales program designed to attract Chrysler car dealership participation and to leverage the brand awareness of the channel and the National Hockey League.

The integrated marketing campaign, scheduled April 28 to May 29, will highlight the channel's coverage of the Stanley Cup Playoffs. It mirrors the theme of Versus's national consumer campaign, “I Am the Stanley Cup Playoffs on Versus.”

The campaign is open to systems with 30,000 or more subscribers. Participants must agree to run 150 tune-in, sweepstakes promotion or product spots in order to qualify their viewers to compete in a national sweepstakes.

The national prize is a 2008 Dodge Challenger. Other prizes include a trip for two to a Stanley Cup Finals game next season, a trip for two to the NHL All-Star Game in 2009 in Montreal and season tickets to the winner's favorite hockey team.

Affiliates are provided with point-of-purchase materials that can be placed in Chrysler dealerships, if they advertise. That will allow the dealership and the operator to decide if the automotive patrons can enter in store or online at Versus' website.

Cross-channel spots are designed to promote sales of digital video recorders, video on demand, high-definition service and high-speed Internet, according to each local system's specifications, noted director of affiliate marketing Dana De Santo.

Affiliates can also place a link on their own Web site to take users to Puck Mugger, a playoff-themed online game. The game, similar to air hockey, has a widget which will allow users to send game links along to their friends, De Santo said.