Dodge has teamed up with NTN Networks, the Carlsbad, Calif., trivia game network, to give dealers the opportunity to sponsor a Dodge-themed party at more than 2,500 sports bars and restaurants during ABC's "Monday Night Football" broadcasts. Each location is equipped with keypads and TVs so that patrons can play an interactive football game during the broadcasts.
Dealers also provide display or test-drive vehicles during the events. Each dealer also must pay $176 for merchandise, such as T-shirts and necklaces, that is given away during the evening.
"The brand pays for the national sponsorship of the interactive game, and the dealers can extend that sponsorship on a local level," said Mark Duncan, vice president and account supervisor for Dodge Dealer Advertising National Integration at BBDO, Dodge's national advertising agency.
"This is the first program of this nature that we've done where we're trying to engage the dealer at numerous retail locations off-site. We want to see if this works," he said.
Dodge is giving away hats and T-shirts to participants who win the most points week to week during the interactive game, which has contestants predictng the upcoming play. Dodge also is sponsoring the "Ram Trivia Challenge" during the commercial breaks and half-time periods. Participants of the trivia game can register to win a new Ram truck.
Duncan said Dodge's sponsorship of the interactive game with NTN will run through the NFL playoff games, scheduled until late January.
Dodge also will run 30-second spots on "Monday Night Football" at a cost of $330,200 for each commercial, according to sister publication Electronic Media.