Our solution was the Search for The World Championship Baby, a contest that set out to find the 1 baby that was conceived closest to the exact moment the San Francisco Giants won the World Series.

Given the lack of paid media expenditure, the campaign was launched exclusively on owned media platforms with a low-cost TV spot that aired during a Giants game on Comcast SportsNet. The spot then appeared on a webpage we created on the CSNbayarea.com website, which was also the official place for pregnant Giant’s fans to enter the contest. We drove more people to the webpage with banner ads on csnbayarea.com’s homepage and kept the chatter going with in-game mentions by CSN’s on-air talent. And thanks to the buzz, more people were driven to the site by word-of-mouth from the Bay Area sports community who couldn’t stop talking about the Search for the World Championship Baby.

In the first 24 hours after we launched our promotion, Twitter mentions surged. 2 days later, CSN’s website experienced record traffic with over 40,000 unique visits (Source: CSN). Local and national press picked up the story and helped generate millions in earned media as the promotion exploded. (Source: Agency PR partner, Powell Communications). And in the end, CSN achieved a 5.47 share during broadcasts of Giants games. Our goal was only to maintain viewership. We actually helped CSN increase it by 29% during our promotional period. (Source: CSN Ratings, 7/5/11-8/25/11).