FLW's Fantasy Fishing site lures thousands of players

FLW Outdoors plays host to the world's largest and most prestigious fishing tournament organizations, running more than 240 events a year, including bass, walleye, kingfish, and striped bass fishing.

FLW Outdoors plays host to the world's largest and most prestigious fishing tournament organizations, running more than 240 events a year, including bass, walleye, kingfish, and striped bass fishing.

The company wanted to build awareness for its fantasy fishing contest, and implemented a guaranteed payout of $1.7 million.

Carmichael Lynch Spong (CLS) worked with FLW to launch its fantasy season while creating a general interest in the sport.

Strategy
FLW brought on CLS to assist in its Fantasy Fishing launch. The idea was to build awareness and understanding of the fantasy program and stimulate excitement for FLW Outdoors and professional angling in general. "The goal was to position professional angling as an emerging sport and to take it mainstream," says Brian Anderson, senior associate at CLS.

Tactics
The event launched on December 11 in New York, where FLW announced the largest fantasy sports payout in history with more than $1.7 million in cash and prizes. CLS held the event at the Waldorf-Astoria, and set up computers so journalists could log onto the fantasy site. Fifteen professional anglers attended, and some discussed their excitement about the emergence of their sport. "We wanted to capitalize on the fact that the sport reaches out to all sorts of people," says Kelly Flinn, marketing director at FLW Outdoors.

Results
In addition to coverage in The Wall Street Journal, USA Today, the Chicago Sun-Times, and other publications, thousands of people signed up in the week following the event, with 100,000 unique impressions on the Web site within 24 hours.

Future
FLW will continue building excitement through 2008, culminating in August with the Forest Wood Cup, which decides the angling championship.

PR Team: FLW Outdoors (Benton, KY) and Carmichael Lynch Spong (Minneapolis)

Campaign: FLW Fantasy Fishing

Duration: August to Dec. 2007

Budget: Less than $150,000

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