Last month, I wrote a blog post about a campaign that WRIF’s Meltdown initiated to get Detroit Red Wings goalie, Jimmy Howard, into the NHL All-Star Game. Inexplicably, Howard had been left off a ballot that contained 18 other goalies. Here’s the original post.
So we promised to give you the results of the write-in campaign, and yup, Howard made it into the game.
OK, so this isn’t a flood, a hurricane, a tornado, or any of the natural disasters where local radio always shines. And that’s the point – this is one of those everyday events that happens in markets around the country that no one else cares about outside of the Detroit metro.
And that’s the point.
The Detroit Red Wings, Jimmy Howard, and the NHL All-Star Game are the least of the problems facing the Motor City. But at a time when the value and impact of local radio are coming under fire – by advertisers, by radio’s competitors, and even by some of broadcast radio’s own leadership – this is a story about impact that has to be told.
This was a write-in campaign, and more than 20,000+ votes on the WRIF website later, Howard moved from 16th to 5th in the goalie vote totals. Social media also played a role in getting out the work about Meltdown’s campaign, and the station deftly used all the available tools to get their message out there. They also worked the street, using a wrapped RV to spread the message.
Here’s the view from Meltdown, the guy who made it happen, “The fans really responded and came out to every stop we made and cast their votes. In the end, Jimmy’s play is the final vote as far as getting him in, but Hockeytown stood up and was noticed. Over 190,000 votes! For a guy who wasn’t even on the ballot in the first place! It’s radio in its purest form: grassroots, out in the streets, and in the community.”
This campaign is also a tribute to thinking BIG – something that so many radio stations have stopped doing. There is no reason why local radio cannot make a difference in hometown markets. WRIF’s “Vote for Howard” campaign proves it. (It also gives the WRIF sales department a great story about connecting with a large cume, understanding the market, and generating results)
Companies can voicetrack and syndicate their way to savings all they want, but in the process, the power of local radio is diminished. When a single radio station in a community can tap into the core interests of an audience and a major lifestyle group to motivate action, magic happens.
Local matters.
Go Wings.
Go Jimmy Howard.
Go Meltdown.
Go WRIF.
Go local radio.
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Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Meltdown also used his social media channels to share the links and get the message across. I think it was the combination of his radio personality on the air and the fact he is on so many channels that helped Jimmy Howard in the end. He had great signage and a very good campaign.
Jamie, thanks for the comment. From a hardcore Wings fan like yourself, I know Meltdown and WRIF appreciate the kudos. We don’t see these kinds of local radio campaigns much anymore. It was great to see this one resonate with Detroit hockey fans. Appreciate you reading our blog.
This is a very misleading post. I realize Jacobs is trying to pat itself on the back but Howard was NOT voted into the All Star game. Only one goalie is voted in and that was Tim Thomas. The rest of the reserves are chosen by the league and fan voting isn’t even considered. All you have to do is see one of the other goalies chosen – Brian Elliott. All that mattered were his stats. He wasn’t on the ballot and had very few votes.
Sorry you feel “misled,” Tanner. I’m not trying to pat us on the back, but give kudos to Meltdown and WRIF for doing great local radio that matters to Detroiters. How the NHL decides who are the select goalies is beside the point. WRIF helped create awareness for the snub and generated thousands and thousands of write-in votes. Maybe selection is all stat-based, but the powers-that-be just may have looked at fan passion, too. These days, every sports league respects its customers. Thanks for the taking the time to write. And Go Wings!
Tanner. That is true, however, Howard garnered more than 190,000 votes after we made it known that he wasn’t on the ballot. What followed was a snowstorm of people all shouting out to the cause. Darren Eliott on Fox Sports Detroit. Bill Roose, a beat writer for the Red Wings…..even Mickey Redmond. I was proud to be on the streets working to, if nothing else, get Jimmy some well deserved recognition. And it seemed like I wasn’t alone in my thoughts that he should have been on the ballot. Lots of Wings fans came out and supported Howard in my travels. Your point is valid though, he’s played great and so has Brian Elliott. They could possible go toe to toe in a playoff round this year!