ESPN Brews Milwaukee Road Show


ESPN Classic teamed up with Time Warner Cable of Milwaukee last month to give local sports fans a chance to connect with America's national pastime at the network's Major League Baseball All-Star Road Show.

The event gathered more than 10,000 coupons that ESPN and Time Warner had placed in the Milwaukee Journal Sentinel asking people to attend the event, held during the city's Summerfest on July 7.

Time Warner also ran 1,000 cross-channel spots to drive viewers to the event, according to ESPN vice president of affiliate marketing E.J. Conlin.

During the event, Time Warner Milwaukee president Carol Hevey appeared live on ESPN Classic and was able to promote the cable operator's latest products to a national audience.

Hevey told viewers that Time Warner in Milwaukee would launch video-on-demand soon, said division vice president of public affairs Bev Greenberg. Hevey also made note of the new ESPN SportsCenter exhibit at Miller Park, site of Major League Baseball's All-Star Game.

At the exhibit, visitors who played sports anchor could tape their performance, then send the video over the Internet.

"We wanted to provide more value to Time Warner and help them generate awareness for ESPN Classic to drive digital subscribers," Conlin said.

The operator received a number of calls from customers who were pleased with the attention Milwaukee received from the national show, Greenberg said.

As part of the festivities, four local middle school students had the opportunity to join the press corps that covered the Road Show. They interviewed baseball legends Steve Garvey, Ryne Sandberg, Brooks Robinson and Gaylord Perry.

The interviews were used for a half-hour news show called Time Warner Kid-Biz, part of an initiative to develop future journalists. Greenberg said that show is televised in 131 communities.