Success Story: Contest Hits Home for Holidays

Dec 22, 2003  •  Post A Comment

More than 30,000 viewers entered the Hallmark Channel’s “Hollywood Holiday Sweepstakes” by phone during the first four weeks of the contest, which also benefited cable systems.
Viewers were encouraged to watch Hallmark Channel programming on Sundays from Nov. 23 through Dec. 21 for a chance to win one of four grand prizes of a walk-on role in one of the channel’s original movies, plus $25,000 in cash. Other prizes include $10,000 in cash, sets of Hollywood-themed Hallmark Keepsake Ornaments, $50 Hallmark Gold Crown store gift cards and Hallmark holiday CDs.
To enter “Watch and Win,” viewers had 30 minutes during the Sunday movie to call a toll-free number that appeared on the screen. They could also enter by simply using their Gold Crown card at a Hallmark Gold Crown store. Participating affiliates received customizable revenue-generating materials, including cross-channel spots, Web site materials and ad slicks.
The promotion gave affiliates a chance to leverage the Hallmark brand for the holidays while increasing their revenue, said Andy Karofsky, VP, marketing, for Hallmark. “We are trying to create a unique platform for them to incorporate their affiliate message.”
The contest received more than 36,000 online entries during the first four weeks from viewers hoping to win a flat-screen TV.
This was multiple system operator Bresnan Communications’ fifth promotion with Hallmark, and Bresnan has already signed up for Hallmark’s Valentine’s Day promotion. A spokesperson said the multiple system operator is excited about the opportunity such a big promotion gives its smaller markets in Montana, Wyoming, Colorado and Utah. Hallmark will offer a similar promotion for Mother’s Day.
“Hallmark, from a brand standpoint, is synonymous with the holidays and sees a lift in store traffic … so it is perfect to build in the promotions at these times,” Mr. Karofsky said. Local advertisers can receive a deal similar to that of national sponsors Campbell Soup Co. and Nestle, which includes on-air mention, bag stuffers and in-store materials.