* Cards pitcher impersonates the manager; video is most watched ever on FOXSportsMidwest.com* FSMW gets exclusive interview with La Russa
When St. Louis Cardinals pitcher Kyle Lohse performed a spot-on impersonation of his boss, legendary Cardinals manager Tony La Russa, FOX Sports Midwest was the first media outlet to show the video on TV (on its pregame show) and first to disseminate it via the web. The result was national media coverage and an FSMW record 36,000 video views on FOXSportsMidwest.com.
FOX Sports Midwest continued to own the conversation about La Russa, who missed six games last week while recovering from shingles, with an exclusive interview conducted Sunday while the manager watched his team play on TV.
The Doppelganger
* FSMW showed the video before the game.
* FSMW producer Brad Straubinger relayed the video to DCM Eric Luchetti and SportsNow, which quickly edited and uploaded the video.
* FSMW Media Relations sent the video link to online media. Yahoo, Deadspin and NBCSports.com linked to the video. FSMW also distributed the link via social media.
* FSMW promoted the video via in-game drop-ins the next day.
* It is the most-watched video on FOXSportsMidwest.com, with 36,000 views.
* Reporter Jim Hayes interviewed Lohse, in costume, about the stunt the next day. FSMW supplemented the video with written content.
The Real LaRussa
* FSMW contributor Jay Randolph secured a unique interview with La Russa as he watched Sunday's game on TV in his office.
* The interview aired Monday during the Cardinals Live pregame show, and an abbreviated version ran on FOXSportsMidwest.com, prior to first pitch and during the postgame show.
* The piece was noted in the St. Louis Post-Dispatch and on local sports talk radio.
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