Mike Lange Sound-Alike Contest at Ross Park Mall
At Markowitz Communications, we understand the importance of monitoring events and trends in your target location(s) to successfully gain meaningful media coverage. Of course, when your client is based in Pittsburgh, this often means tying your media efforts in with the city’s many championship professional sports teams. Recently, this meant leveraging excitement over the Pittsburgh Penguins winning the Stanley Cup for the second consecutive year to bring enthusiastic Pens fans into Ross Park Mall.
With so many victory rallies held by a variety of organizations and businesses, we knew that we’d have to be creative to stand out. The Mike Lange Sound-Alike Contest was born out of a speedy brainstorming session inside the Markowitz Communications conference room. Of course, we needed an expert on Mike Lange-isms for our contest to be completely objective. So we booked Mike Lange himself to judge the contest.
This is how the Mike Lange Sound-Alike contest was created. Take a look at our mini case study below to see how we made the event the event a success with just two days to promote it:
THE PRESS RELEASE:
ROSS PARK MALL TO HOST STANLEY CUP VICTORY CONTEST
WITH PENGUINS PLAY BY PLAY ANNOUNCER MIKE LANGE
PITTSBURGH June 14, 2017—“HEEEEEEEEEEE shoots and scores—Top shelf, where grandma keeps the cookies!” “Well, scratch my back with a hacksaw!” “Slap me silly, Sidney!”
The most distinctive announcer in hockey—and maybe all of professional sports—has to be Pens announcer Mike Lange, the man of a million catchphrases. To celebrate the team’s historic second straight Stanley Cup victory, Ross Park Mall will be hosting a “Mike Lange Sound-Alike Contest” this Saturday, June 17 from 1-2 p.m. on the lower level center court – judged by the iconic announcer himself – where Pens fans can give their best Mike Lange impressions—and even try out a catchphrase or two of their own.
There will be a Pens-related prize package from Ross Park Mall stores, for those with the best Lange impressions. Entry is free and open to the public.
Lange likes to restock his catchphrase supply on a regular basis. Who knows–maybe you’ll even hear yours on the air next season (!).
Simon is a global leader in the ownership of premier shopping, dining, entertainment and mixed-use destinations and an S&P 100 company (Simon Property Group, NYSE:SPG). Our properties across North America, Europe, and Asia provide community gathering places for millions of people every day and generate billions in annual sales. For more information, visit simon.com.
COVERAGE AND ROI:
KDKA-TV: 6:00 and 11:00 news
KDKA interviews Mike Lange.
Also mentioned by Pittsburgh Magazine in their Penguins Round-Up, Larry Richert, and 93.7 The Fan.
In addition to monitoring traditional media coverage, the Markowitz Communications team also tracked all social media activity. Considering all mentions of the event from different outlets and personal social accounts, we calculated our potential reach on Twitter, Facebook, and Instagram. Across the different digital platforms, the event generated more than 930,000 possible impressions.
Reach out to our team about working with us to create an integrated marketing and communications campaign for your business.
The Markowitz interns manage the registration and prize table.