INDIANAPOLIS — Indiana credit unions cashed in on Super Bowl hype savoring a big payoff in what one marketing executive here called "phenomenal ratings" for pre-game TV and radio ads as well as Internet tie-ins.
"It's been simply great for us since we signed up three years ago as a sponsor of the Indianapolis Colts for local TV ads plus weekly radio spots," declared C. Andrew Mattingly, senior vice president, strategy and marketing at the $980 million Forum CU of Indianapolis. All season, the CU's branding message received regular plugs on a weekly sports online program and radio show aptly called "Fan Forum" in which Colts fans submitted questions to media broadcasters. Apart from that, the Forum name was emblazoned on TV screens in the Colts stadium, the RCA Dome.
As for TV ads, Forum, as part of its Colts contract, bought 30-second pre-game spots and though it had the opportunity, "the $80,000 price for an ad during the game was way too high for us."
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