Sacramento, CA - The Sacramento Kings partnered with SCA to create a one-of-a-kind promotion that would increase awareness of its newest team sponsor, Blockbuster, Inc. From February 22 to April 3, fans were invited to visit Blockbuster locations in the Sacramento area to register with their Blockbuster membership card. Fifteen entries were randomly selected to attend a private party prior to the Kings game against the Suns on April 20.
 "The Jumbo Dice Roll Game helped create more traffic for our sponsor," said Marissa Callahan, Manager of Partner Services for Maloof Sports & Entertainment (owner of the Kings). "The promotion was designed as part of our new partnership with Blockbuster. This Dice Roll Game was a success not only by driving traffic to their stores, but also by drawing attention to the court during half time."
 On game day, Brenden Williams of Placerville, CA was randomly selected from the 15 finalists to roll two custom oversized, 12" dice on the court. He had to roll the dice one at a time to reveal the winning symbols. If the dice landed with two "$" symbols, he would win $25,000 cash, two "Blockbuster" logos would win a $1,000 gift certificate to Blockbuster, two "Kings" logos would win $1,000 at the team store, and other combinations would win up to $250 cash.
To get the crowd excited and involved in the contest, Williams was given the option to keep his first roll of each die or roll again. "The crowd was cheering while the announcer encouraged Williams to roll again," said Callahan.
The Sacramento Kings worked with Blockbuster to promote the contest on local radio and TV stations, in Blockbuster locations with shelf talkers, posters, and counter cards, through PA announcements at Kings games, and on the team's Web site.
"All around it was a positive experience to work with SCA," said Callahan. "It's great to work with the reps at SCA who are always eager to help us produce the best promotion possible!"
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Second Quarter 2005
