"Ideas that Work" is a periodic feature developed for The NCAA News by the National Association of Collegiate Marketing Administrators. Individuals interested in contributing information may telephone Trip Durham of Elon University at 336/278-6708.

Home Run Derby with the Football Team Virginia Polytechnic Institute and State University

Rob Zullo, assistant director for marketing

With the Virginia Tech football team earning national recognition in recent years, players are especially revered in the small community of Blacksburg and the surrounding area.

In an effort to promote the softball team, several members of the football team were asked to participate in a "Home Run Derby" similar to the program seen on television. Several members of the football team expressed the ease with which they planned to drive the softball out of the park; others proclaimed a total lack of softball skills. In either case, the softball assistant coach, a former professional player, offered to pitch to the football players.

The event was publicized on two local radio stations with softball players making guest appearances on a morning show and on a sports-talk station. On the day of the doubleheader, about 500 fans enjoyed two Virginia Tech wins and stayed for the postgame festivities. Round One featured the assistant coach blazing fastballs past the helpless players. Round two featured slower pitching and numerous tape measure shots by the football players that the fans truly enjoyed.

All told, the event promoted the softball games that day while also giving the football team a new respect for women's athletics -- particularly Hokie softball.

Gummy Worm Squirm

Northwestern University

Mary Boyd, account manager/corporate sales

Four children are needed for this contest. Each contestant represents a different side of the basketball arena. Winners take home great prizes, and they also win prizes (gummy worms) for everybody on their side of the arena.

The public address announcer introduces the contestants to let each side know which child it should cheer for during the contest. Contestants also are given T-shirts that tell the crowd which side they are representing.

The contestants take their place in one of the four corners of the court. The PA announcer gives a signal and the kids squirm (army crawl) on their stomachs to center court where a mud pie (chocolate pudding) is waiting for each of them. They must search for the hidden gummy worm inside the pie using only their mouths. The first contestant to find the worm wins.

An addition to this contest is having the contestants make a basket after they find the worm. The first contestant to find the worm and make a basket wins. (The only problem with the addition is the mess that is made on the court when the kids are dripping with chocolate pudding as they are shooting baskets.)

Baby Derby

Texas Tech University

Steve Sullivan, associate athletics director/external operation

Concept: Babies ages 12 months or under race on a padded blanket to win prizes. Sixteen babies compete in four heats. The winners of the four heats compete in the final race.

Length of promotion: About 10 minutes.

Entry forms: They should be tied in with baby products and placed at retail outlets such as a grocer that carries a sponsor's baby product brand.

Prizes: First place -- $500 savings bond; second place -- Six-month supply of diapers and wipes; third place -- One-month supply of diapers.

Milk Challenge Presented by Blockbuster Video

University of Florida

Mike Hill, assistant athletics director/ marketing and promotions

The University of Florida conducted the Milk Challenge with the goal of breaking the women's single-game attendance record. Not only did the promotional effort help the Lady Gators break the old mark of 5,031, it shattered the record with a standing-room-only crowd of 12,222 when Florida battled the University of Tennessee, Knoxville.

With the sponsorship support of Dairy Farmers, Inc., Blockbuster Video and Gator Computers, the Florida marketing department was able to reach thousands of youths and parents in the Gainesville/Ocala market. The key elements were:

The first 2,000 kids eighth grade and under received replica Lady Gator jerseys.

Free admission coupons were distributed through Blockbuster Video in Gainesville, Ocala, Lake City and select Jacksonville locations.

Kids attending participated in a postgame ice cream and milk party with the Lady Gator basketball team.

The area elementary or middle school that brought the largest percentage of fans compared to their school populations won $5,000 in computer hardware/software.

An aggressive advertising campaign used television, radio, newspaper and Internet outlets to blitz the Gainesville market for four weeks leading up to the game. Response to the promotion was overwhelmingly positive, and work already has begun on the 2002 event.