Profile: Dena Kaplan

Oct 7, 2002  •  Post A Comment

Title: Senior VP, marketing, Game Show Network
Recent interesting deal: “Game shows are one of the few formats that historically have had advertisers integrated throughout the shows and viewers playing along by shouting out their answers to their TV sets,” Ms. Kaplan said. “Now Game Show Network is taking this format to a new level of interactivity. During our original block of shows, including `Whammy!,’ `Friend or Foe’ and `Russian Roulette,’ viewers can play along with their computers during the broadcasts all season long.
“We struck a deal with Kraft, Tresemme and Discover Card to make them part of the Connect & Collect sweepstakes. Our viewers can win prizes and also extend their play throughout the commercials to earn more points toward prizes by answering questions about our sponsors’ products.
“Another interesting deal involves the guerrilla marketing and promotion to drive tune-in and buzz for the launch of our new original, `Russian Roulette,’ which features contestants who challenge each other’s smarts with multiple-choice questions. A wrong answer may result in a player literally dropping out of the game through a hole in the stage floor. We launched a guerrilla marketing campaign in key cities where we created life-size `manhole’ stickers and placed them on sidewalks with the message `We drop our contestants down holes like these.’ We also created the To Russia With Luck sweepstakes where the grand prize winner received an all-expense trip to Moscow to attend a taping of the Russian version of `Russian Roulette.’ The sweepstakes was sponsored by AT&T and Discover Card.”
Next big thing: “Viewers across the country will begin to realize that they can be in their own virtual game show in the comfort of their own homes, playing for cash and prizes. This will allow us to create even bigger and better integrated marketing and promotions with sponsors.”
Anything you wish you had sold less of? “I wish we had invested more marketing dollars on `Lingo,’ our latest original, which premiered with high ratings but without a big advertising push.
Anything you wish you had sold more of? “No regrets … except my Adelphia stock.”
If you weren’t in media selling: “Growing up, I played on the amateur tennis circuit. If I wasn’t working, it could be a blast to play tennis around the world.”