Thousands of dollars were made during University of Iowa’s annual Hy-Vee Cy-Hawk men’s basketball game — and we’re not talking about illicit gambling. Mediacom, Big Ten Network, Fox Cable Networks and UOI teamed up to turn the sporting event into a fundraiser for those affected by the Iowa flood of June 2008. Ashton Kutcher and Olympian Shawn Johnson attended and participated in pre- and post-game publicity appearances, helping the Make a Difference event raise $170,000 for the state of Iowa and its small businesses.

Fast Fact:

  • More than 30 media outlets, including The Chicago Tribune and The Gazette and The Times-Republican in Iowa, picked up the story about Big Ten’s fundraiser.

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Honorable Mentions:

Discovery Communications for Science Matters! Interactive assemblies and DVD kits got middle school students involved in a nationwide contest to win $25,000 for a new science classroom.

Retirement Living TV for Countdown to Conversion: Digital Transition Education Initiative: "Leave no viewer behind" was the ethos behind the effort to educate and prepare the 50-plus community about the digital transition. Matlock advertisers rejoice.

WWE for WWE Smackdown Your Vote! Inviting political candidates to appear on Monday Night Raw was one of the many inventive moves that helped WWE register voters at live events and online via downloadable registration forms.

Cox Communications Las Vegas for Violence in our Schools – A Prescription for Our Community: Cox responded to an increase in gun-related violence by organizing a Town Hall Meeting to get students, parents and educators to engage in dialogue to reverse this tragic trend.

Time Warner Cable for Time Warner Cable Trivia Thursdays: Answers flew fast and furious at Time Warner Cable’s weekly trivia event held in Saratoga Springs, N.Y., throughout race season. And hey (hay?) — no betting allowed.

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Friday–September 5

Football Forecast: NFL-YouTube Experiment a Sign of the Future

Tonight’s the first time an NFL game will exclusively stream live and without a paywall on YouTube, and while it’s expected to attain a hefty number of viewers, the question then becomes whether YouTube—and the networks of internet providers enabling access—can handle the blitz.

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