Success Story: TWC Slays With Flay Contest

Oct 13, 2003  •  Post A Comment

Time Warner Cable New York turned to the steadfast Macy’s to sponsor its “Grill All Day With Bobby Flay” sweepstakes offered in conjunction with the Food Network.
The promotion included tags on vignettes, promotional spots and point-of-purchase displays. More than 20 markets participated, with exposure to 6.7 million subscribers, said Lori Calvert, manager, local ad sales, Scripps Networks, which operates the Food Network.
“This was the third year Macy’s in Herald Square participated in a Food Network promotion,” said Nancy Malven, director of creative services and marketing at Time Warner Cable ad sales.
For viewers, the promotion offered as grand prize a dinner cooked by chef Bobby Flay for the winner and 50 friends and $10,000 cash, a Weber grill and copies of Mr. Flay’s cookbook “Boy Meets Grill.” The New York market added additional flavor by throwing in dinner at Bobby Flay’s Manhattan restaurant.
“The thing about this promotion is that it was flexible,” said Ms. Calvert. “One sponsor could sponsor the whole thing, or different sponsors could sponsor different vignettes. It is a fresh, promotional concept for [multiple system operators] to bring to their advertisers.”
Time Warner Cable Charlotte in North Carolina offered the package to the local campus of Johnson & Wales University, well known for its College of Culinary Arts. The sponsor in Corpus Christi, Texas, was the store Gourmet & Gadgets. Memphis, Tenn., brought in several advertisers, with entry boxes at each one, Ms. Malven said.
About 90 percent of Time Warner Cable’s 12.8 million customers are in systems of 100,000 subscribers or more.