New RIOT unit (radio, Internet, outdoor and television) signs multi-million dollar deal with Dodge Ram. It is headed by Richard Lobel, Jon Camera and Brigg Hyland.
CBS Corp. announced today the creation of a new cross-platform unit that bridges its radio, internet, outdoor and television sales operations. CBS RIOT will combine the assets of CBS Radio’s 147 stations, CBS Interactive’s local Web sites, CBS Outdoor’s millions of billboards and display faces, and the 39 owned and operated CBS Television Stations to give advertisers what CBS says is “unsurpassed reach on a local scale.” The company also announced an inaugural multi-million dollar deal with Dodge Ram.
“No other company can deliver the national and local reach than these combined divisions of the CBS Corp.,” said Leslie Moonves, CBS president and CEO. “Whether it’s radio, television, outdoor or online, we have the real estate that can most effectively deliver a client’s message, and CBS RIOT is designed to leverage these platforms to give advertisers the reach and flexibility they need. This first deal with Dodge is a great start, and I look forward to many more to come.”
CBS RIOT will be run in unison by Richard Lobel, executive vice president, Altitude Group, CBS Radio; Jon Camera, senior vice president, business development, CBS Television Stations; and Brigg Hyland, senior vice president, Business Development, CBS Outdoor.
The first multi-platform sales deal to come out of RIOT is a multi-million dollar promotion for Dodge Ram targeting male consumers. The campaign, scheduled to begin Feb. 14, will create customized spots on local television and radio stations in more than 100 markets designed to lead male viewers and listeners to a co-branded Web site on CBS SportsLine.com, where users can partake in a new interactive game tied to Dodge Ram’s “Rock ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“Em, Sock ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“Em” theme.
For the TV element, customized vignettes featuring Janelle Pierzina from CBS’s Big Brother series, as well as boxing legend Smokin’ Joe Frazier and CBS Sports announcer Gus Johnson will air on the company’s 17-owned CBS stations across the country, as well as 73 CBS affiliates during time periods with the most male viewers, specifically late night television. Additionally, CBS Radio stations around the country will incorporate the “Rock ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“Em, Sock ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“Em” interactive element into their programming, with hosts actively encouraging listeners to play the game on CBS SportsLine.com, and regular interviews with winners during morning and evening drive time. The RIOT sales deal also includes promotional time on the CBS Television Network during its late night programming. Over the course of one month, it’s estimated that the combined CBS media will create 400 million new impressions on CBS SportsLine.com.
Throughout the promotion, CBS and Dodge will give away close to 10,000 prizes, including Dodge Rams, VIP boxing trips to Las Vegas and Atlantic City, Apple iPods and other merchandise. Winners will be selected from those game participants who have a correct code from nearly 13 million Instant Win tickets that are distributed within major sports magazines and at key Dodge locations, or by winning each round of the Dodge Ram’s “Rock ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“Em, Sock ÃƒÂ¢Ã¢â€šÂ¬Ã‹Å“Em” interactive game.