CMT Original Film: DALE an Exclusive Motion Picture Event
Gentlemen start your engines…. GREAT! drove racing fans to their television sets by targeting radio stations with promotion offers. The offers ranged from sending DJs and winners to a CMT stock car driving school to mobilizing radio stations across the country to "Countdown to DALE on CMT" by giving away remote control #3 racecars every hour on the hour leading up to the DALE premiere. Call it a Radio Roadblock and call it a success.
CMT Original Film: DALE an Exclusive Motion Picture Event
Radio Promotion: DJs from target markets were offered the opportunity to attend Racing School in their city or in Las Vegas. They went from behind the wheel into the booth pumped with adrenaline and naturally talking about their experience. They then announced and promoted a one-week "Watch and Win" contest offering listeners the chance to win a Dale Earnhardt Tribute Trip of a lifetime to Racing School in Charlotte!
DJ Mailing: 500 DJs got the inside scoop when they received the DALE Movie Soundtrack and their own #3 remote control racecar.
DJ Buzz Building Alerts: GREAT! provided DJs tools to use on air. The email linked back to CMT.com, the movie trailer and a DJ sound-bite page; including sound bites from the movie and racing sounds: VROOM"!
Radio Roadblock: CMT owned participating stations on the day of the premiere with a "Countdown to DALE on CMT at 9/8C". Stations received #3 remote control cars and CD soundtracks to be given away the day of the premiere every hour on the hour.
CMT Original Film: DALE an Exclusive Motion Picture Event
The premiere of DALE an Exclusive Motion Picture Event on CMT broke ratings records as the most watched telecast in the network's history.
"Thank You! I can't say that enough... I've already been on air this morning talking about it... that was a once in a lifetime trip. Thank you again!"
- Tyler May, WQSB-FM Morning Drive DJ, Birmingham, AL
"Thank you so much for your very hard, smart work."
- Andy Holeman, Vice President, CMT Consumer Marketing
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