A clean Sweep at Court TV

Feb 9, 2004  •  Post A Comment

Despite the Academy Awards’ red-carpet imagery, Eureka vacuum cleaners probably don’t spring to mind when you think of Oscars. Nevertheless, Eureka is advertising on Court TV for the first time, and its six-figure buy is based around a “Guess Who’s Cleaning Up at the Oscars” sweepstakes. The first flight of spots airs during the first and second quarters-spring-cleaning season. Court TV’s ad package includes on-air spots driving traffic to Court TV’s Web site, where contest registration and voting take place, and to the network’s “Hollywood at Large” show, which will have an Oscar special Feb. 26 looking at movies in the crime and investigation genre. The winner will be announced during the “Hollywood at Large” special. Prizes include a trip to Hollywood, maid service for a year, a top-of-the-line Eureka vacuum and movie tickets to Loews theaters. The promotion, co-sponsored by MSN, will be pushed with in-theater ads at 158 Loews cinemas. Will Eureka clean up? Charlie Collier, executive VP for ad sales at Court TV, says the extras give Eureka the opportunity “to have their message resonate a little louder. It’s a nice package in that it’s on-air, it’s online and it’s off-channel.” But what exactly does it have to do with the Oscars?