ESPN/ABC, Minor League Hockey

ECHL Nailers Hit On A Timely Promo…

PR Move of the Day:  It may be play on words week, but once again an innovative minor league franchise came up with a hook of a major news story to land some great exposure.  Like the New York Titans of the NLL earlier this week, the Wheeling Nailers of the ECHL are capitalizing on a football “name,” although one that has left the area under difficult circumstances (the Titans are hosting “Eli Manning” Night Thursday).  The Nailers will host “Shred Rich Rodriguez Night” this Saturday against the Charlotte Checkers.  The promo, a takeoff on the circumstances around West Viriginia football coach Rich Rodriguez leaving Morgantown for the University of Michigan, will allow anyone named “Rich Rodriguez” in for free and will give a discount to anyone who brings a picture or a Rodriguez-related item to the arena to have it shredded (as Rodriguez was to have allegedly done with files when he was leaving WVa.).  The promo has gotten great press, including ESPN.com, the Detroit Free Press and lots of local exposure that should generate a solid uptick in sales, good brand exposure and some solid local good will for the franchise.  Nice job to create a unique, pressworthy event for the brand.