• by Jonathan Blum , April 24, 2007

Just in time for baseball season, crusty, late-night TV advertiser Earl Scheib Inc., is teaming with the Los Angeles Dodgers for a new promotion. The Southern California car paint and body shop, along with Santa Monica-based Palisades Media Group, are offering Dodgers fans the chance to color their cars with a special "Dodger Blue" car paint. To make the new hue pop with consumers, Corey Wiess, vice president at Palisades, took a modern approach to the campaign, reaching customers at Dodger Stadium, online, at Schieb's retail stores, on mobile phones and over the radio with a strong on-air campaign in both English and in Spanish. All the campaign's branded elements are designed to drive traffic to bigbluecarcrew.com and the mobile Web. There, users will get $50 coupons, or about 13 percent off a base painting package of $400. "My challenge was to rejuvenate this classic brand," says Weiss. "And Dodger Blue is the most unique brand statement I could make."