2018 UPPER MIDWEST BOARD OF GOVERNORS EMMY® AWARD – PULLING TOGETHER/WCCO-TV
WCCO-TV’s Pulling Together united the Twin Cities in an epic tug-of-war across the mighty Mississippi and raised over $215,000 for local non-profit, Fraser.
All for charity, this unique event featured teams from both sides of the Mississippi River competing in fundraising challenges and an ultimate rope-pull across 300 feet of open water. Twenty participating teams each raised $10,000 and included the sports teams the Minnesota Twins, Wild, United and St. Paul Saints, Breweries Surly and Bad Weather, passionate brands like Glam Doll Donuts, Minnesota Roller Girls, iconic bands and many more.
On Saturday, June 10th, several thousand spectators lined the shores of St. Paul’s Hidden Falls Regional Park to cheer on their favorite teams and enjoy local food trucks, a beer garden, kid-friendly activities, a live performance by Heiruspecs and of course, the epic tug-of-war.
Branded under the #HashTug banner, WCCO creatively combined the power of broadcast, online, and outdoor with unique activations around the Twin Cities to bring awareness and support to Fraser. As Minnesota’s largest provider of autism services, Fraser’s mission is to make meaningful and lasting difference in the lives of children, adults and families with special needs. In addition to being the benefactor of Pulling Together, Fraser engaged their families and volunteers by providing opportunities for inclusion in the event.
As founding partners of Pulling Together, Central Roofing (Minneapolis) and Pearson’s Candy Company (St. Paul) literally helped pull the Twin Cities together by acting as team captains for their respective cities and facing off in the event’s first heat. To boost fundraising and advance the message of Fraser, they also put their marketing muscle behind WCCO’s extensive campaign with online takeovers, on-air PSAs and broad community outreach.
WCCO also helped bring Fraser’s mission and message to an even larger audience by creating custom content and live teasers that teams used across their social media platforms. This amplified the impact of the campaign and visibility of the event by connecting with a new community of followers and devotees dedicated to each team.
In addition to creating this unique community event, WCCO produced a ratings-winning, hour-long show recapping the day’s events and Fraser stories, exposing the message to another broad audience.
By engaging the audience with compelling content on all platforms and include companies who wanted to help the community, WCCO was able to get the message of Fraser out to reach more families in need than they were ever able to do before. The power of broadcasting is alive and well and with the support of great companies and brands, our community can thrive.