* Large fan following develops on Facebook and Twitter
* Girls' website attracts 50,000 page views in just two weeks
FOX Sports Detroit is always looking for new and unique ways to create a deeper connection with our loyal and passionate fans.
This month, FOX Sports Detroit introduced two new female hosts -- the FOX Sports Detroit Girls -- who each day guide viewers through the outstanding lineup of live games and programming.
These two new hosts -- Allison and Lauren -- are both Detroit natives with a love and passion for the city. The FOX Sports Detroit Girls bring a fresh look and feel in the delivery of content on TV and digital platforms.
Background
The concept for the FOX Sports Detroit Girls was created through discussions with the corporate marketing department in Los Angeles and FOX Sports Detroit executives.
Both were selected as part of a thorough process. For more than three months, FOX Sports Detroit gathered close to 100 candidates through various casting and talent agencies in Detroit.
"We are optimistic as the viewers get to know the girls’ personas, their genuine and authentic nature will quickly create a bond with the fans,” said Samantha Ankeny, Director of Marketing, FOX Sports Detroit.
On-Air Campaign
More than 200 on-air promo spots have been recorded at various locales around the Motor City.
The spots include promoting the network's widely successful APRIL IN THE D campaign promoting the biggest month in sports with the overlap of the Tigers, Red Wings and Pistons -- many with specific game tune-in messaging.
The FOX Sports Detroit Girls are also reminding viewers about The Dan Patrick Show.
Another phase of the on-air campaign is to promote community events of general interest.
Digital Platforms
The FOX Sports Detroit Girls have their own micro-site within Foxsportsdetroit.com, complete with bio information, photo galleries and videos which have combined to attract 50,000 page views in the two weeks since the site launched.
As a way to further connect with viewers, the FOX Sports Detroit Girls launched their own Facebook and Twitter pages. Since the launch last week, they have attracted hundreds of fans, including almost 25,000 views on the Facebook page.
Media
Detroit sports talk radio station 97.1 The Ticket has been applauding the FOX Sports Detroit Girls campaign since it launched. As a thank you for their support, Allison and Lauren visited the studios for an interview on the Karsch & Anderson Show that was posted on the station's website.
They were also featured in an article at MLive.com, which covers news/sports/entertainment statewide.
Around the Town
The FOX Sports Detroit Girls are connecting with fans at various community events, including a Red Wings playoff viewing party and a pregame concert at Comerica Park among others.
Viewer Reaction
As expected, there has been strong viewer reaction about the campaign, both positive and negative:
The spots include promoting the network's widely successful APRIL IN THE D campaign promoting the biggest month in sports with the overlap of the Tigers, Red Wings and Pistons -- many with specific game tune-in messaging.
The FOX Sports Detroit Girls are also reminding viewers about The Dan Patrick Show.
Another phase of the on-air campaign is to promote community events of general interest.
Digital Platforms
The FOX Sports Detroit Girls have their own micro-site within Foxsportsdetroit.com, complete with bio information, photo galleries and videos which have combined to attract 50,000 page views in the two weeks since the site launched.
As a way to further connect with viewers, the FOX Sports Detroit Girls launched their own Facebook and Twitter pages. Since the launch last week, they have attracted hundreds of fans, including almost 25,000 views on the Facebook page.
MediaDetroit sports talk radio station 97.1 The Ticket has been applauding the FOX Sports Detroit Girls campaign since it launched. As a thank you for their support, Allison and Lauren visited the studios for an interview on the Karsch & Anderson Show that was posted on the station's website.
They were also featured in an article at MLive.com, which covers news/sports/entertainment statewide.
Around the Town
The FOX Sports Detroit Girls are connecting with fans at various community events, including a Red Wings playoff viewing party and a pregame concert at Comerica Park among others.
Viewer Reaction
As expected, there has been strong viewer reaction about the campaign, both positive and negative:
“There has been a lot of feedback and commentary about their addition to our network,” said Greg Hammaren, Senior VP/GM, FOX Sports Detroit. “We live in a city with the most loyal and passionate fans who are eager to share their opinion when it comes to commercials and the broadcasts of their teams. So, there will always be different perspectives of what is presented on the screen.”
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