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SBJ/June 11 - 17, 2007/This Weeks News
Will Rally Rooster be something to crow about?
Published June 11, 2007
If the Rally Rooster becomes as popular for the Los Angeles Dodgers as the Rally Monkey has been for the Los Angeles Angels, you can credit — or blame — Fox Sports Net.
The Rally Rooster is one part of a $350,000 marketing campaign the network has rolled out in the Los Angeles market to promote the coming June 15-17 Freeway Series between the Angels and Dodgers. The campaign includes radio spots, outdoor and movie theater ads and is designed to pump life into a regional series that has not generated a lot of interest in Southern California.
The main part of the campaign is the Rally Rooster, which is featured in TV ads and a Web site created by FSN. The story line has a fictional fan creating the Rally Rooster, teaching it to crow to the tune of “Charge!” Fox and the Dodgers teamed up on the campaign and plan to have the rooster perform during rally situations.
“This is something that is outside the box for us and the Dodgers,” said Dan Dieffenbach, FSN's senior vice president of marketing. “This has got a lot of viral pieces to it.”
The entire campaign is centered on the Dodgers-Angels games, but FSN plans to use the Rally Rooster campaign for the remainder of the season.
Though the Rally Rooster is unique to the Los Angeles market, FSN is rolling out other targeted marketing campaigns in Atlanta and Houston. The network is working with the teams in both markets to drive interest in its baseball telecasts.
FSN is spending $500,000 on radio and outdoor spots in Atlanta to promote Braves games on SportSouth and FSN South. Braves games are down 37 percent on FSN South (to 2.9 from 4.6) and 41 percent on SportSouth (to 3.1 from 5.2), which was called Turner South until last October.
FSN also has a $150,000 campaign planned for the Houston area that will be wrapped around Craig Biggio’s quest for 3,000 hits.The campaign will include outdoor and movie theater ads. So far, Astros games are up 42 percent on the RSN, to 4.6 from 3.3.