The newspapers were seeking a way to raise incremental revenue.
With that as our goal, I presented an idea to our creative team for a personality named Jerry who would run "Jerry's Hot Picks." It would become a series of sports-based contests that readers entered to win prizes.
Jerry had a very warm and engaging presence with a very peculiar sense of humor - which would come through in the copy.
The contests raised incremental revenue by selling advertising sponsorships.
We started with the Pick 'n' Roll Challenge, but fans wrote to us asking for more contests for other sports. Over a few years, we created the following contests:
- Pick 'n 'Roll Challenge - NCAA basketball tournament
- Bump 'n' Run Challenge - NFL football
- Mulligan Match-Up - PGA golf
- Bowl Series Elimination Challenge - NCAA football
- Tradin' Paint Pickoff - NASCAR racing
Jerry's Hot Picks migrated online and won an International Newspaper Marketing Association award for innovation. It is still used by the Capital Newspapers family of papers and has generated several million dollars in revenue.
One of our first Pick 'n' Roll Challenge entry brackets.
A Pick 'n' Roll Challenge winner ad.
The weekly Bump 'n' Run contest form.
The weekly Bump 'n' Run ad with Jerry's Hot Picks.
Mulligan Match-Up entry ad during the Bell South Classic.
A Mulligan Match-Up promotional ad.
A Bowl Series Elimination contest entry ad.
Bowl Series Elimination contest winner ad.
Tradin' Paint Pickoff weekly entry ad.
Tradin' Paint Pickoff winner notification ad.