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Description: Home Box Office asked Game Plan to develop a radio-based promotional program in Miami and Jacksonville that would generate subscription signups and raise the awareness level for its "Inside The NFL" program. Consumers who signed up for HBO were offered a chance to win tickets to a Dolphins or Jaguars home game and be eligible for a "money can't buy" experience - attending a luncheon/dinner with Dan Marino in Miami or running back Fred Taylor in Jacksonville.
Partners: HBO; Miami Dolphins; Jacksonville Jaguars; six regional radio stations in the Miami/Jacksonville markets; local restaurants in Miami/Jacksonville.
Results: HBO and its "Inside The NFL" program got significant publicity in both markets via radio spots and on-air promotional announcements from the station's deejays and hosts. In terms of sales, Game Plan program produced nearly three times the projected number, a total of 20,200 new subscriptions.
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| Game Plan served as the marketing/sales agency for the annual charity weekend hosted by NBA star Alonzo Mourning of the Miami Heat. Benefiting charities are the Children's Home Society and 100 Black Men of South Florida.
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