February 2004
Best Practices: Let the games begin
Game show at ASR attracts more than 800 spectators and generates press coverage for eight sponsors
By Cathy Chatfield-Taylor

Knowing their skateboard trivia paid off for eight shop owners attending the Action Sports Retailer (ASR) Trade Expo, Sept. 5–7, 2003, at the San Diego Convention Center. The top “Skatepeordy” game show contestants won prize packages valued at up to $2,000, but everyone went away a winner.

The eight sponsors who donated products got premium exposure at this first-time event. More than 800 retailers who watched were entertained by the antics of Host Sal Barbier and his industry guests. And VNU Expositions, which produces ASR from its Laguna Beach, CA, office, built traffic on the 200,000-square-foot show floor.

The idea of producing a game show as an interactive sponsorship opportunity came from Premise Intelligence Agency, a San Diego-based consultancy specializing in the youth market for action sports. Co-founder Gregg Witt, a retired pro-skater, pitched the idea to ASR Senior Account Manager Betsy Mackel 60 days before the show, with the promise that his agency would manage the entire production. Mackel agreed, charged them $4,000 for floor space, and turned them loose.

Here’s how they did it and what they learned:

Game format. Using the “Jeopardy” model, Premise devised a trivia quiz that pitted two teams of two — a retailer and an industry guest — against each other for one hour. They scripted the show using questions submitted by industry insiders, interspersed with comic banter by the host and MC.

Participant selection. Premise handpicked contestants to get an industry cross section, from marquee retailers to mom-and-pop shops. Next time, Witt plans to randomly draw names from the preregistration list, which will motivate retailers to register early.

Prize packages. Premise sold seven sponsorships valued at $3,000 in cash and prizes. Sponsors donated skate, surf and snow gear ranging from an adjustable skate bench to footwear. Every contestant left with at least $500 worth of prizes, which they could resell for up to twice the value.

Title sponsorships. A $10,000 title sponsorship covered most expenses — I&D labor, staging, lighting, sound, talent, scripting, seating, signage and shipping. Industry guests received a packet of $50–$75 gift certificates for restaurants, music stores, etc. Barbier signed on for the cost of his hotel, a spiffy jacket and $1,500.

Advance promotion. With just 60 days’ lead time, publicity was limited to a Business Wire press release, but word of mouth and on-site signage piqued curiosity and drew an audience that grew from about 50 to more than 500 at one point.

Staging. The show was staged twice a day for two days using a Hollywood set. They had seating for 200, but they also entertained patrons seated at tables in an adjacent concession area. With ambient noise from simultaneous special events, including a mini ramp and concert stage, Witt says, “We needed louder sound.”

Product displays. All prize packages were prominently displayed with signage crediting the sponsors, and sponsors’ names were mentioned when prizes were awarded at the end of each show.

Media coverage. Skateboard industry video magazines covered the event and showed clips on their Web sites. “If we’d had auto sponsors there — and they are interested — then we’d have had TV coverage of someone winning a car,” Witt says.

Post-show publicity. Premise issued a press release over Business Wire and produced a CD with video and photos for distribution to all the game show participants. Retailers and sponsors alike could use the images in their own marketing materials.

Developing the game from scratch proved to be a challenge for Premise’s creative team, but they now have a methodology that will reduce development time by up to 15 percent. Witt says they can customize an interactive event for any industry that’s game for some fun — and not too conservative.

Cathy Chatfield-Taylor is a freelance writer/ editor. E-mail cathy@cc-tunlimited.com.