"deas that Work" is a periodic feature developed for The NCAA News by the National Association of Collegiate Marketing Administrators. Individuals interested in contributing information may telephone Trip Durham of Elon University at 336/278-6708.
Kids Bounce Challenge
Oregon State University
Georgia Kovich, assistant marketing director
Who: The target audience is all fans attending a basketball game.
When: The Kids Bounce Challenge can be conducted during any timeout.
What: Two or three participants between the ages of 5 and 8 are needed, along with two or three fun hop balls (about $11 each), different colored T-shirts that represent the different sides of the stadium and prizes to throw out to the fans (T-shirts, miniature basketballs).
How: The promotion is easy to set up.
* Select two or three kids.
* Each kid represents one side of the stadium. The T-shirts help distinguish them.
* The public address announcer lets the crowd know which kids represent which sides of the stadium.
* The kids race down the floor on the balls. The first one who makes it down the floor wins, and that side of the stadium gets the prizes thrown to them by the cheerleaders.
Results: The fans enjoy the contest, and the kids often are unpredictable, which makes the contest fun to watch.
Kansas State University
Melynda Stein, assistant director of marketing and promotions
What: T-shirts for three-pointers.
When: During a game.
What sport: Basketball.
How: Two seasons ago, the Kansas State athletics department started the "T-4-3" T-shirt concept. During each home game, three T-shirts were thrown into the crowd by the cheerleading squad after every Wildcats three-pointer. In the beginning, it was solely a women's promotion, but over the past season, it was expanded to men. To pay for the T-shirts, the athletics department solicited local sponsors and placed their logos on the back of every shirt.
Results: The fan reaction was outstanding. After a few games, fans became accustomed to the T-shirt distribution and would automatically get on their feet, screaming for a shirt. Even the broadcasting radio station picked up on the atmosphere "jolt" and stated talking about T-shirts being tossed into the crowd. As a result, T-4-3 shirts can be seen throughout Manhattan. Sponsors already are calling with inquiries about next season.
Charo Chicken Dance
University of California, Irvine
Dennis Wisco, assistant director of marketing and promotions
Who: UC Irvine baseball games and Charo Chicken Restaurant.
What's needed: A videotron board, Chicken Dance music and gift certificates.
How: Between the designated innings, the public address announcer says it is time for the Charo Chicken Dance. The Chicken Dance music then begins; the fan doing the best chicken dance wins a $15 gift certificate from the restaurant. Some participants are shown on the videotron scoreboard. A marketing representative determined the winner.
Results: The promotion was the most interactive of all baseball promotions. Almost everybody likes to do the Chicken Dance, so many people participate and have a great laugh.
Ring it from Half Court
Before every Citadel home basketball game, a student ticket is drawn for a cadet to participate in the "Ring it from Half Court Shootout." At the beginning of halftime, the lucky cadet gets a chance to hit a half-court shot to win his Citadel class ring. The promotion is a big hit with cadets because it saves them the cost of purchasing the class ring. If they already have purchased a ring, they are provided with a refund. What makes the promotion so popular is that The Citadel class ring is the crowning achievement of a cadet's career.