Royal Promotion Campaign for `King’

Jul 7, 2003  •  Post A Comment

Upcoming off-net strip “King of Queens” is about to get almost $13 million in promotional support from its consumer partners.
Kellogg’s and Days Inn are set to join the previously announced Hungry Man Dinners in national promotions to support the Sept. 15 launch of Sony Pictures Television’s “King of Queens.” Sony executives are boasting $12.5 million to $13 million in tie-ins as the distributor braces for what likely will be the country’s top rookie off-net launch this fall.
“We knew the partners we wanted to have right from the get-go, but the challenge was to separate ourselves from the rest of the pack,” said Robert Oswaks, executive VP of marketing at SPT. “By going out and getting blue-chip supermarket partners it sends a strong signal to stations and audiences alike that this show is going to be a bona fide hit in syndication.”
Adding to a campaign that will feature outdoor, print and radio buys as well as 140 different launch spots for stations, Mr. Oswaks said it was important to show stations carrying “King of Queens” this fall that through third-party marketing, the distributor was “giving something above and beyond” normal promo campaigns.
King of Tarts
With Kellogg’s, the upcoming promotion will begin in August and features “The King of Queens” branding on approximately 4 million specially marked packages of Kellogg’s Pop-Tarts Pastry Swirls, set to encourage viewers to tune-in to “The King of Queens” in syndication and offer an exclusive “King of Queens” DVD with proof-of-purchase.
“This partnership with Kellogg’s Pastry Swirls underscores our commitment to support our partner stations carrying `The King of Queens’ with an innovative and comprehensive marketing plan,” said Mr. Oswaks. “The market penetration that Kellogg’s enjoys with Pastry Swirls, especially among potential female viewers, and the added value of allowing consumers to sample an episode of the series through the DVD premium very clearly allows us to take another large step toward a successful launch.”
Kellogg’s will support the promotion with up to 12,000 point-of-purchase displays in stores nationwide. Consumers will be eligible to receive a limited edition DVD containing the `Inner Tube’ episode of “The King of Queens.”
“This could whet the appetites of viewers for possible DVD launches down the road,” Mr. Oswaks said.
King for a Day
Meanwhile, Sony and Cendant Properties, owners of the Days Inn international hotel chain, are collaborating on a national promotion to run from September through December. It will feature “The King of Queens” branding in more than 2,000 Days Inn locations across the United States, offering them the chance to win a trip for four to Los Angeles for a behind-the-scenes look at the filming of an episode of the series, as part of a national sweepstakes being hosted at DaysInn.com.
“The Days Inn promotion provides us with significant added national exposure for `The King of Queens,’ and an estimated 24 million impressions targeted to the whole family,” Mr. Oswaks said. “It is a critical element in an extensive marketing plan we’ve designed to give our stations carrying the show every possible advantage for the Sept. 15 launch, and we’re thrilled to be in business with Days Inn.”
In addition to the grand prize of the sweepstakes-the trip to “The King of Queens” set-these other prizes will be awarded: first prize, 25 Days Inn Weekend Getaway packages; second prize, 50 Sony DVD players.
Cendant and Days Inn will support the promotion with “The King of Queens”-branded material, including counter cards; key card holders; front desk carousel inserts, toppers and change mats; in-room tent cards; front-page exposure on DaysInn.com; and a direct e-mail campaign to more than 1.2 million consumers per month from September through December.
Previously announced was an integrated promotion featuring a “King-Size Adventure” sweepstakes with Pinnacle Food Groups and its Swanson’s Hungry-Man Dinners.