Challenge: To encourage television stations to promote affiliate’s programming.
An affiliate wanted to promote its show about mummies, and needed an enticing way to get other television stations to promote it as well.
Solution: A custom chocolate gift is sent to affiliates.
To capitalize on the subject of the program, the advertiser sent out a package to each affiliate containing chocolate mummies inside a clear acrylic pyramid. The pyramid was silk-screened with logos of the program and the station. Collateral materials explaining the promotion accompanied the package. The local affiliates found the mummies so intriguing and so much fun that they not only promoted the program but returned a much higher than normal number of response cards.
Result: The program is more successful than expected, with a significantly higher response rate from the affiliates.
The television station recorded a six percent response rate from affiliates, a significant increase above previous rates of less than one percent. Additionally, a higher than normal viewer rate for the program attested to the fact that affiliates promoted the show locally.
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