Success Story: Telecom, Chicken And Soul Converge

Mar 22, 2004  •  Post A Comment

Comcast Spotlight met the needs of three clients in the Dallas-Fort Worth market through a Family Reunion Sweepstakes offer presented to the public.
Viewers were invited to visit any of the 80-plus Church’s Chicken locations in the area to nominate their family or a family they know for a chance at a grand prize package at Six Flags Over Texas.
The Comcast ad sales promotion was so successful that “Within a few days of kickoff, the Church’s Chicken stores requested additional nomination forms, as their supplies had been depleted,” said Biff Niven, VP, general manager, Comcast Spotlight in Dallas-Fort Worth.
The winning family, selected by a Comcast team, received 200 free admission tickets to Six Flags Over Texas and tickets to the Gospel Soul Concert at the amusement park. Church’s Chicken also provided lunch for all 200 family members, and Comcast Spotlight presented the winner with a check in the amount of $1,000. The local telephone company produced a congratulatory spot with footage of the winning family shot onsite at Six Flags.
“The success of this promotion was by and large due to the serendipitous timing of our clients and their requirements for a promotion,” Mr. Niven said. “The telecommunications company needed some Dallas-Fort Worth market branding, Church’s had requested a traffic-driving promotion and Six Flags Over Texas needed additional exposure for their Gospel Soul concert.”
Comcast Spotlight received an incremental lift in spending of approximately 24 percent from both the telephone company and Church’s for the second and third quarters of 2003.