Versus Goes Viral
By Gustafsson -
October 23, 2007
Perhaps Versus is feeling the heat from recent rumours that the NHL wants to return to ESPN. Perhaps they've had some hockey specials planned since the lockout. In any case, Versus has a special airing tonight and they're worried about their ratings.
In an effort to boost ratings, they've turned to Sinuate Media and a dose of viral marketing. Viral marketing is a "phenomenon that facilitates and encourages people to pass along a marketing message." Sinuate Media contacted us, and a number of other blogs, to help hype tonight's special."We've just received word from Versus about some exclusive video content for the ... special which is airing this Tuesday at 6:30 PM ET. The special is followed by the Rangers VS Penguins game at 7PM ET. Versus planned on holding this content for themselves, but has now decided to distribute this exclusive content to a selected few sites [and] feel as though it would be a great fit for your site."This special focuses on one current NHL player whose name I won't even have to utter, you already know who it is. I understand the desire to market him as the face of the NHL. But why does it have to be ONE face. There are other bright young stars such as Phaneuf, Kessel, Toews, and Ovechkin. Would not marketing all five interest more people and be more effective than going to the well one to many times with one? The marketing gains the league and the network sees off the ice can quickly diminish by his conduct on the ice.
I wonder if the distribution of this "exclusive content" that I've already seen on numerous sites will have an appreciable effect. If you haven't seen it, it's right here:
Hopefully, this will be the first of a series where they focus on other players, too.
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