Miggle Toys scores on ESPN.com

Placement: Article on ESPN.com Page 2, February 6 to 10, 2005

Placement: Article on ESPN.com Page 2, February 6 to 10, 2005

What were the client's media goals?
J.T. McWalters: Our client is Miggle Toys, which bought the rights to a lot of classic games, including Electric Football, from Tudor Games back in the early 1990s. They wanted us build their brand awareness by publicizing the Annual Electric Football Super Bowl & Convention. We targeted ESPN.com because they have a huge demographic that includes people who grew up with the game, as well as younger fans.

How did you pitch ESPN.com?
McWalters:
I had a developed relationship with ESPN.com Page 2 columnist Patrick Hruby at a previous job, so I gave him a call and suggested this as an offbeat look at the "other Super Bowl." He liked the idea immediately, but it took a few more calls and some e-mails before he was 100% committed to attend the three-day event in Baltimore.

Did you do much advance work?
McWalters: I sent Patrick a ton of pictures from past events and some press materials to give him a feel for the atmosphere and then worked with him while he was at the convention. But the key was timing the event to coincide with the NFL Super Bowl and then letting Patrick wander around with his digital camera and experience this almost underground following of people obsessed with this game.

What was the impact of the story?
McWalters
: The story was the lead article on ESPN.com Page 2 for a week, and immediately our office was flooded with e-mails and calls about the article and how great it portrayed everything. We've already received inquiries from the media about next year's event, but the most important thing was the buzz it generated for the client, especially as it headed into the annual Toy Fair trade show in New York. Miggle Toys president Michael Landsman was thrilled, noting sales rose 20% during the week the column ran.

Name: J.T. McWalters, AE, Silverman Media & Marketing Group

Placement: Article on ESPN.com Page 2, February 6 to 10, 2005

Pitch timeline: Two months

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