GSN, Comcast Team on Events Tied to 'Dodgeball’ Series


GSN has been using its mobile Dodgeball court for everything from wooing potential subscribers to letting cable system employees blow off steam.

The games network recently ran a promotion with Comcast Corp.’s Midwest division, which used the mobile dodgeball court for events at Michigan State University and the University of Michigan, which were held on Aug. 25 and Sept. 4, respectively.

Comcast sent field trucks to the campuses and technicians conducted “instant installs” for students that ordered cable service.

“The idea was to promote back to school and fall rush campaigns in places where [students] can sign up for Comcast digital and high-speed data service,” said GSN vice president of affiliate marketing Dennis Wald.

GSN, owned by Liberty Media and Sony Pictures Entertainment, a division of Sony Corp., also ran a sweepstakes at the campus events, where students could enter to win Sony digital music players, digital cameras and Playstation video game machines. Those ordering cable services from Comcast were automatically entered into the sweepstakes.

“We really work closely with Comcast on the college events. They were looking to partner with us and bring Dodgeball to them, and be a magnet,” said GSN senior vice president of marketing Dena Kaplan said. “It was a win-win. We were able to promote our show and help Comcast.”

The second season of GSN’s Extreme Dodgeball kicks off next month.

GSN is also bringing the mobile Dodgeball court to Comcast offices. Employees at Comcast call centers in Michigan were able to play at a family picnic, while GSN brought the Dodgeball court to an event for Comcast New England employees over Labor Day weekend.

On Sept. 16, the MSO’s Comcast Spotlight ad-sales unit plans to invite advertisers to a Dodgeball event in Sacramento.