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Success Story: Comcast Atlanta, Disney Team Up

Jan 5, 2004  •  Post A Comment

When Comcast Cable Advertising for Metro Atlanta (CAMA) needed a promotion to help Pizza Hut target women and their young children, with an overall goal of building consumer loyalty to the brand, it found the answer was a Disney sweepstakes promotion originally designed to reach travel agents.
Toon Disney’s “Anchors Aweigh” sweepstakes, which offered a grand prize vacation for four on the Disney Cruise Line, worked well for the pizza chain. “We had 120 participating locations in Atlanta, extending into the rural areas as well,” said Kelly Crane, marketing manager for CAMA.
The promotion had both a local ad sales component and a marketing version. The marketing department at Disney customized materials to meet Atlanta’s needs.
“What was unique about this promotion was [Disney] individually packed the point-of-purchase kits for each location, and they allowed us to create Comcast Pizza Hut brand box toppers,” Ms. Crane said. “The delivery customers were also able to participate.”
Each sales promotion kit had more than 1,000 Toon Disney pins that the staff could wear. “The client loved for the employees to get involved and get behind the promotion,” Ms. Crane said.
The sweepstakes entry cards also were made easier for the customers. Instead of having to fill out the cards in the store and stuff them in a box, customers could mail them directly to Toon Disney. The cable network created pre-paid postage business reply cards so that neither the cable affiliates nor the sponsor had to collect forms locally.
Atlanta, the ninth-largest DMA, has 68 percent cable penetration, with CAMA covering 1.1 million households.