Rolling Bone Gathers No Loss
Cumulus Media’s KSAN (107.7 The Bone)/San Francisco was the fortunate recipient of what is loosely estimated to be six figures-worth of free advertising last weekend, thanks to some clever product placement…. OK, it was a bunch of Bone bumper stickers… strategically slapped all over a car that was competing in last Sunday’s NASCAR-sanctioned Save Mart 350 from Sonoma Raceway. But it still counts! That’s word from KSAN PD Dominic “Zakk” Zaccagnini (right), who is shown here in cahoots with Tommy Regan, driver of the No. 55 Chevrolet, delicately putting the finishing pre-race touches on the “Bone-mobile’s” rolling marketing campaign.
As Zakk explains, “Tommy grew up in California and has been a fan of KSAN since our inception as a rock station. He joined us at the L&T Ball on Friday night (starring Styx, REO Speedwagon and Don Felder), and then on Sunday we did some video work from pit row for Tommy’s website (and, of course, to promote KSAN). Then we ‘Bone’d up’ his No. 55 Chevrolet to race in the NASCAR Cup Series event Save Mart 350 at Sonoma Raceway.” Oh, and for any “bean counters” that may be reading this story, Zakk estimates this type of mobile marketing — which KSAN scored for free — is valued at around $100,000!
Overcome by the sheer brilliance and ingenuity of his grassroots marketing plan, Zakk was tempted to spread the love, but thought better of it, and thus, avoiding a potential disaster, as he related to RAMP, “I was tempted to also sticker the No. 88 car of Dale Jr., but I figured NASCAR would potentially ban me for life for doing so!”
