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Viacom Case Study


Viacom needed to promote SlamBall, its new TV show/extreme team sport, by filling its studio with 12,000 attendees over a 12 day shooting schedule.


Street marketing activities were geared towards the 18-25 year-old sports fan market. Targets included: indoor/outdoor basketball courts, professional sports venues, college athletic facilities, and other entertainment complexes. 240,000 "VIP" tickets allowing free admission were passed out directly to consumers, with reps explaining the SlamBall concept via a series of talking points.


24,000 people attended, 200% over projected estimates with a 10% redemption rate on tickets. Viacom decided to produce another season and create a new SlamBall sports league.

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