The Situation
In support of the launch of its new Grant Hill shoe, Fila created the Hill in the House sweepstakes, where the winner would receive a day with the NCAA-basketball-great-turned-NBA-scorer Grant Hill in his home. However, Fila’s sponsorship agreement with Hill allowed only a short amount of time to work with Hill on the promotion.
What We Did
Fendler helped Fila make the most of the opportunity by creating a program that generated national, regional, and local coverage of Grant Hill’s visit to the contest winner, a teen in Brigham City, UT.
Fendler pitched national sports and general interest print publications and TV shows the exclusive opportunity to join Hill for the day. To garner local and regional coverage, we worked with local authorities to orchestrate a ceremony for the city’s mayor to present Hill with the key to the city. Fendler maximized this natural photo and publicity opportunity by contacting nearly all media outlets in the nearby Salt Lake City market and pitched the story of Hill’s visit to a local teen.
The Results
NBC’s “The Inside Stuff” followed Hill for the day and devoted a segment to Hill’s visit. A writer for Sport Magazine shadowed Hill for the day and wrote a multi-page feature on Hill and the promotion. All major Salt Lake City radio, TV, and newspaper attended the ceremony, and it was covered on all of the Salt Lake City national affiliate evening news programs. The Salt Lake Tribune and several other local papers and radio stations covered the event as well.
Fila’s Hill in the House Promotion
