Myers Media Innovation and Creativity Awards: Media Company Silver Winners - Part 2
Published: April 24, 2007 at 02:23 AM GMT
Last Updated: September 20, 2007 at 02:23 AM GMT
By Jack Myers
A&E Television Networks, AOL, SevenOne Media GmbH, Turner Broadcasting, Turner Classic Movies and TV Guide Magazine are Among the Silver Media Company Winners
Today, Jack Myers Media Business Report presents the Silver Winners for the 4th Annual Myers Media Innovation and Creativity Media Company Awards. Later this week we will present the Gold, Grand and Thomas F. Leahy Awards.
Myers Media Innovation and Creativity Awards:
Media Company Silver Winners
Company: A&E Television Networks
Entry Title: Big Lots 2006
Other Companies Involved: Big Lots, SBC Advertising, Initiative, 44 Blue Productions
Individuals Who Deserve Recognition: AETN Team: Stephen Ree, Jamie Cutburth, Lisa Pue Chinery, Allison Bowers, Andy Berg, Rasha Drachkovich; Big Lots: Shelley Rubin, Amy Stocker; SBC Advertising: Ken Brown; Initiative Media: Jeanne Raftery
Company: AOL LLC
Entry Title: AOL/Chevrolet Sessions and Backstage Pass
Other Companies Involved: Chevrolet Motor Car Division, Campbell Ewald, GM Planworks
Individuals Who Deserve Recognition: AOL: Bill Crandall, Traci Kranz, Nick Stoyanoff; Chevrolet: Kim Kosak, Julie Mynster; Campbell Ewald: Beth Oliver, Paulette Adams; GM Planworks: Guy Schueller
Company: Condé Nast Publications
Entry Title: WIRED Store
Other Companies Involved: Over 40 companies including key sponsors: American Express, Infiniti, Panasonic, Toughbooks, ViewSonic, Knob Creek, [yellow tail], Bud Select
Company: Disney ABC Unlimited
Entry Title: Sears and Pooh - The World's Greatest Playdate
Other Companies Involved: Disney ABC Unlimited, Mindshare, MEC Interaction, ABC Owned TV Stations, Radio Disney, Buena Vista Publishing (FamilyFun and Wondertime), Disney Online
Individuals Who Deserve Recognition: Sears: Perianne Grignon, Christine L. Kubisztal, Samara Lee, Anna Harris; Mindshare: David Handelman; MEC Interaction: Carlyn Morris; Disney ABC Unlimited: Gwen Grech, Paul Kahn; ABC Owned TV Stations: Jan Sage, Nancy Stephens; Radio Disney: Lindsie Chait, Lison Zapach; Disney Online: Fred Silha: Buena Vista Publishing: Ellen Antoville
Company: Esquire
Entry Title: Esquire Signature Space Project
Other Companies Involved: Thirty-two advertisers, fourteen designers, and seven charity partners
Individuals Who Deserve Recognition: Esquire: Kevin O'Malley, Stephen Jacoby; Capian Enterprises: Kate Moulene
Company: MTV Networks
Entry Title: Meet or Delete
Other Companies Involved: Hewlett Packard, ZenithOptimedia Worldwide, Goodby Silverstein and Partners
Individuals Who Deserve Recognition: MTVN: Marc Weinhouse, Mark Jones, Tracy Valenzi, Ross Martin, Chris McCarthy, Melisa Quinoy, John Mafoustis, Chris Steward; HP: Satjiv Chahil, David Roman, Chris Sutter, Tracey Trachta; Zenith WW: Julie Rieger; Goodby Silverstein and Partners: Nancy Reyes
Company: SevenOne Media GmbH
Entry Title: Snickers® "Superhero" Campaign
Other Companies Involved: Masterfoods GmbH (Snickers®), MediaCom GmbH, Beyond mobile, SevenOne Intermedia, e-TV GmbH
Individuals Who Deserve Recognition: Kathrin Lippert, Masterfoods GmbH; Nicole Zeiske, MediaCom GmbH; Bernd Hofmann, Beyond mobile; Manfred Neumann, SevenOne Intermedia; Ingrid Langheld, e-TV GmbH
Company: Turner Broadcasting System, Inc.
Entry Title: Change of Plans
Other Companies Involved: ZenithOptimedia, Chase
Individuals Who Deserve Recognition: Turner: Linda Yaccarino, Katherine Johnson, Patty Gillette; Zenith: Peggy Green, Cindy Gurmann; Chase: Manning Field: Turner Entertainment: Melissa Sofo
Company: Turner Broadcasting System, Inc.
Entry Title: You Can Be On Robot Chicken! PlayStation Promotional Partnership
Other Companies Involved: Adult Swim, Sony PlayStation, OMD
Individuals Who Deserve Recognition: Turner: Phyllis Ehrlich, John O'Hara; PlayStation: Aime Duell; Adult Swim; Josh Feldman, Sabina Spigel, Matt Jarecki; Creators of Robot Chicken: Seth Green & Matt Senreich; OMD: Mike Rose, John Mattimore
Company: Turner Classic Movies
Entry Title: TCM and Architectural Digest: Architecture in Film
Other Companies Involved: Architectural Digest, American Leather, Philips
Individuals Who Deserve Recognition: Randi MacColl and Tina Shanks, Architectural Digest; Tanya Coventry and Carrie Beers at Turner Classic Movies
Company: TV Guide Magazine
Entry Title: TV Guide and Orville Redenbacher's
Other Companies Involved: ConAgra - Orville Redenbacher's Kroger
Individuals Who Deserve Recognition: TV Guide Magazine Kroger, ConAgra
Myers Media Innovation and Creativity Awards:
Media Company Silver Winners - Individual Submissions
Part 2Part 2
Company: A&E Television Networks
Title: Big Lots 2006
Company: A&E Television Networks
Title: Big Lots 2006
Other Companies Engaged in Relationship: Big Lots; SBC Advertising; Initiative; 44 Blue Productions
Description of goals and strategies of program:
Big Lots 2006 Goals:
For consumers to view a trip to Big Lots as "a highly valued expedition for empowered women who want to discover 'it' first and talk about 'it' often."
Big Lots' Wish List:
Multi-media platform in a buzz-building atmosphere that will reinforce Big Lots' desired brand attributes:
- Big Lots is an unparalleled source of quality products at bargain prices
- Shopping at Big Lots is like going on a "treasure hunt" - there are always new deals and treasures to be found
- No matter what you need, Big Lots has you covered
Talent who embodies the Big Lots target consumer - empowered, trendsetting woman - and a show that brings to life the idea of "treasure hunt" shopping
Media partner that can successfully collaborate with Big Lots to create innovative solutions that meet immediate brand objectives, generate buzz, and increase traffic to stores
A&E Network series Find & Design hit the aisles of Big Lots on November 12, 2006 with an exclusive sponsorship of its new season of 13 original episodes. The sponsorship included product integrations, in-program branding, closing credits recognition, custom tune-in on-air vignettes, exclusive online content, and a consumer contest. Big Lots supplied products to be integrated into the 13 episodes of Find & Design. But, the show was only the beginning.
Branded Entertainment/User Generated Content
In-program product integration
In-program logo placement
Credit Mention
Season finale features the Find & Design Contest winner
Sponsorship Elements
"Presenting Sponsor" of Find & Design
Category exclusivity
Multiple units of each episode
Exclusive Content
Blended tune-in vignette
Find & Design Contest vignette
Short form created exclusively for BigLots.com
Advanced Media Experiences
Exclusive sponsor of Find & Design mini-site
Branding units and contest banners
Links to Find & Design mini-site from BigLots.com
Cross-promotional Initiatives National Exposure
Big Lots included cross-promotional advertising in two editions of their weekly circular
Entire section of the Big Lots website dedicated to Find & Design
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
True Collaboration Starts with the Viewer in Mind
A&E's partnership with Big Lots was a true collaboration in every sense. Big Lots not only provided merchandise and production support for 13 episodes but also supported the show with unprecedented in-store and online marketing. A&E worked closely with Big Lots to ensure brand objectives were met. Jennifer Farrell was handpicked by Big Lots and met personally with the Big Lots marketing team to make sure she thoroughly understood their objectives. A&E also ensured that the airdate of certain episodes would coincide with key drives and all episodes would air inside Big Lots' flight dates.
Natural Fits Make Better Shows
This synergy was possible due to Big Lots and Find & Design being such a perfect, natural fit. A design show that focused on quality decorating on a budget was the perfect stage for Big Lots to illustrate its brand equity. Conversely, the addition of Big Lots as a stop on the Find & Design journey was a natural progression for the show.
On previous seasons, homeowners would visit garage sales and flea markets. On the reveal other items would appear that completed the room without reference to where the items were from. The addition of Big Lots gave the designer a place to buy these additional items and gave viewers a better sense of how to complete similar design projects.
Engaging Viewers and Making History
This will be the first time in A&E history that the network dedicated a complete episode solely to contest winners. Find & Design viewers were invited to participate in the Big Lots partnership by entering the Find & Design Contest. Viewers submitted proposals on why their room needed the design help of Jennifer Farrell and the Find & Design team. Entries came flooding in from across the country. The final episode of season 5 will feature the lucky winners of the contest.
From on-air to online, from in-store circulars to contest submissions, Big Lots and Find & Design crossed multi-media platforms and engaged viewers to create a truly collaborative innovative partnership.
Company: AOL LLC
Title: AOL/Chevrolet Sessions and Backstage Pass
Company: AOL LLC
Title: AOL/Chevrolet Sessions and Backstage Pass
Other Companies Engaged in Relationship: Chevrolet Motor Car Division, Campbell Ewald, GM Planworks
Description of goals and strategies of program:
Program Description:
Chevy is fully integrated throughout the Sessions' programming experience and is featured via:
- "presented by" entitlement
- logo integration
- page skins with Chevy branding cues
- sponsor card placements
- pre-roll video ads
- banner advertising
- audio ads on AOL Radio
- custom brand modules
AOL's relationship with Chevy is now in its third year, and reflects how original programming and branded content can co-exist in an online environment that consumers embrace.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Strategy:
The primary goals of the program were to: (a) keep Chevrolet top-of-mind among music enthusiasts, and (b) provide Chevy a platform for building purchase consideration for new Chevy products as they enter the market.
To achieve these goals, AOL integrated Chevy into an emerging musical platform on the web - Sessions. Sessions offers consumers the opportunity to view original, exclusive in-studio musical performances by A-level artists.
Since AOL taped its first Sessions recording in 2001 with Alicia Keys, music fans have watched hundreds of millions of Sessions videos on AOL. Thousands of original Sessions videos are now available on-demand via a searchable AOL Music archive, AOL's Video catalog, AOL's Video Search, and throughout pre-programmed channels on AOL Radio and XM Satellite radio.
Sessions' performances are also core part of the Time Warner Cable AOL Music on Demand channel, a free video on-demand service available to Time Warner Cable digital subscribers. This service garners approximately 25 million plays monthly.
Chevrolet is the exclusive presenting sponsor of Sessions. Backstage Pass is a custom-built extension of this franchise that was originally developed to feature Chevy musical artists, Chevy sponsored musical events, and related marketing activities. Backstage Pass also features behind-the-scenes content derived from the Sessions programming. The Backstage Pass hub has evolved to become a seamless extension of the overall AOL Music experience, and it is navigationally threaded throughout AOL Music.
Together, Sessions and Backstage Pass demonstrate how Chevy supports and inspires the musical styles popular with the American public, and provides Chevy the opportunity to introduce new vehicles that fit the lifestyle needs and interests of consumers.
Company: SevenOne Media GmbH
Title: Snickers® "Superhero" Campaign
Company: SevenOne Media GmbH
Title: Snickers® "Superhero" Campaign
Other Companies Engaged in Relationship: MasterFoods GmbH (Snickers®), MediaCom GmbH, Beyond Mobile, SevenOne Intermedia, e-TV GmbH
Description of goals and strategies of program:
The overall aim of the cooperation was to:
- increase relevance and top of mind aspect
- get into direct contact with the target group
- create awareness for Snickers® and the cooperation
- push Snickers®' new slogan "If there's something more to do, grab a Snickers®…and it keeps you going"
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
The cooperation with MasterFoods, MediaCom/Beyond Mobile and SevenOne Media (sales dept. for German TV station ProSieben) was based on the German TV show "Rent-A-Pocher", a show where people can call the show master to help them with everyday challenges.
This concept got adapted with the show master/testimonial Oliver Pocher linked to the Snickers® campaign "Superhero". Oliver Pocher got the same Superhero-outfit and was set to help people with their everyday tasks.
Implementation:
The Snickers® superhero spots where positioned on ProSieben directly extended by with a call from Oliver Pocher to apply for his help via mobile or internet. The mobile part also included various innovative components such as voice cards (recorded calls from Oliver Pocher on the participant's mobile phones explaining the details), mobile games branded with Snickers®, specially designed mobile camera frames with Olli Pocher etc.
People then could send a message to ProSieben telling why Oliver Pocher should help them with their work/challenges/etc.
Four lucky winners then where visited by Oliver Pocher (in his superhero-outfit) and a camera team, filming Oliver while assisting the winner.
These four episodes then where aired on ProSieben as 90"-promotional stories.
Company: Turner Broadcasting System, Inc
Title: You Can Be On Robot Chicken!
PlayStation Promotional Partnership
Company: Turner Broadcasting System, Inc.
Title:You Can Be On Robot Chicken! PlayStation Promotional Partnership
Other companies engaged in relationship: Adult Swim, Sony PlayStation, OMD
Description of goals and strategies of program:
Overview:
As in any good relationship, [adult swim] promotes viewer participation. From its unique bumper packaging style to online employee blogs, [adult swim] makes its fans feel like part of an elite family of like-minded individuals. Airing viewer emails, letting a fan program the block for a night, even using viewer-submitted music - no network on television has more direct interaction with its viewers than [adult swim].
Through an unprecedented on-air, online, broadband, VOD and PR partnership, PlayStation and [adult swim] will take viewer interaction to the next level by giving viewers the chance to wreak havoc on one of our hit shows - "Robot Chicken." The promotion was created in conjunction with the launch of the PlayStation 3 computer entertainment system, unleashing a brilliant, high-definition entertainment experience that takes gaming to a whole new level.
PlayStation is committed to an "emerging media" where engagement, connection and interactivity are integrated with mass media. Their objective in partnering with [adult swim] was to create a distinctive marketing program for the PlayStation brand and its new platform, the PS3.
They requested a brilliant idea that had never been done on-air, with deep integration across all viable media channels, creating press-worthy buzz that would extend beyond the on-air window.
They were specifically looking for new thinking on the role of interactivity and engagement, represented by an original concept that was relevant to pop culture, entertainment, and the adoption of new technology.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Overall Marketing Strategy
Custom on-air promotion:
Starting on November 6, 2006, [adult swim] created :30 custom spot that encouraged viewers to submit a video of themselves in their favorite videogame scene, for a chance to be in an upcoming episode of "Robot Chicken" and to win the hottest console in the gaming world - the long-awaited PS3.
To maximize PlayStation's message and further connect with the [adult swim] viewers, PlayStation's own advertising creative ran adjacent to the :30 promotional spot.
[Prime Swim] Sponsorship:
During the month of December 2006, [adult swim] also created a :05-:10 bumper spot teasing the prime programming block, compliments of the [PS3]. The spot was scripted by [adult swim] producers themselves and will be irreverent, just like our prime-time programming.
Online Strategy
[adultswim.com]:
[adult swim] created a custom PlayStation section on [adultswim.com]. The section ran from October to December 2006 and featured:
- Contest messaging and point-of-entry that encourages [adult swim] fans to upload a video of themselves in their favorite videogame scenario, for a chance to be on an episode of "Robot Chicken," to win a PS3, and receive a Blu-ray Disc of the episode.
- PlayStation contest solicitation spot in streaming video.
- Key PS3 product information including game demos and the latest on Blu-ray technology.
- Testimonials of [adult swim] staff's favorite videogame scenes.
- Link to the official PlayStation website for more product information.
[adult swim] also created custom ad media that ran throughout [adultswim.com] linking users to the PlayStation section on [adultswim.com].
Digital Strategy
[adult swim] Fix:
PlayStation was the exclusive sponsor from November 6-19, 2006 of [adult swim] Fix. Launched on March 27, 2006, [adult swim] Fix offers viewers free access to full-length [adult swim] programming 24 hours a day, 7 days a week, via their high-speed Internet connection. Each week, [adult swim] Fix features seven episodes from our original comedies and some select anime titles. The sponsorship included:
- Video ads leading into [adult swim] Fix programming.
- PlayStation advertising creative or the contest solicitation spot will rotate within video ad placement.
- Fixed 728x90 leaderboard.
[adult swim] video-on-demand:
In 2007, the [adult swim] promotional campaign will also extend for eight weeks to the [adult swim] VOD service, giving PlayStation a unique way to deliver its brand message in a clutter-free environment.
You Could Be On Robot Chicken!
National Contest:
[adult swim] hosted a national PlayStation contest that encourages viewers to submit a video of themselves acting out their favorite videogame scene. The contest offered [adult swim] fans the ultimate reward - the chance to be on an upcoming episode of "Robot Chicken." The submissions will be judged by Seth Green and Matt Senreich themselves.
- Grand Prize: The creator of the winning entry will have an action figure made in his/her likeness, which will then appear on a Season 3 episode of "Robot Chicken" in 2007. The grand prize winner will also receive the highly-anticipated PS3, along with the "Robot Chicken" episode on Blu-ray Disc!
- Second Prize: Ten (10) runners-up will receive a PlayStation PS3 or PSP.
To keep momentum and excitement leading up to the premiere of Season 3 of "Robot Chicken" and the PlayStation national contest pay-off, [adult swim] will refresh the custom PlayStation section on [adultswim.com].
The refreshed section will feature:
- The winning contest entries - grand prize winning entry and the runners-up!
- A behind-the-scenes look at the making of the winner's action-figure and the "Robot Chicken" sketches
- An interview with the grand prize winner
- Key PS3 product information including game demos and the latest on Blu-ray technology will remain available within the section
- Link to the official PlayStation website for more product information
The custom PlayStation section will be supported with ad media that will run throughout [adultswim.com].
Seth Green's "Robot Chicken" character will announce the winning entry of the PlayStation "You Can Be on Robot Chicken" contest. His introduction will lead into the sketches that feature the winner's action figure.
- The PS3 will be placed within the sketches.
- The episode will premiere on-air in Season 3 of "Robot Chicken."
- The episode will also appear on [adult swim] Fix and in rotation on [adult swim] VOD.
- In fact, the episode will live on forever in [adult swim] programming.
In addition, PlayStation will be the official sponsor of "Robot Chicken" the week that the contest winner's episode airs on [adult swim].
Company: Turner Classic Movies
Title: TCM and Architectural Digest: Architecture in Film
Company: Turner Classic Movies
Title: TCM and Architectural Digest: Architecture in Film
Other Companies Engaged in Relationship: Architectural Digest, American Leather, Philips
Description of goals and strategies of program:
TCM, Architectural Digest and American Leather joined forces to highlight Architecture in Film, a month-long program features skyscrapers, buildings, homes and architects in central roles (The Fountainhead, Mr. Blandings Builds His Dream House…)
Goals:
- Reinforce TCM's positioning as the authority on classic movies
- Develop a promotional partnership with brands to provide incremental exposure for TCM with appropriate target audience (upscale, luxury consumers)
- Drive awareness and generate press
- Create a fully integrated sweepstakes and advertorial program to serve as a model for other magazine partnerships
Strategy:
Work with Architectural Digest, an upscale publication with the appropriate audience. Have them bring in an ad client that fits the criteria and is interested in the value-added national exposure and Hollywood brand association
Develop a unique, co-branded film festival celebrating the intersection of architecture and film
Leverage TCM exposure vehicles in exchange for exposure in a book
Tactics:
- TCM developed a film festival in collaboration with Architectural Digest's editors
- TCM incorporated partner mentions in all network promotional vehicles (on-air, print, online), coordinated a customized DVD collection for American Leather and created a Architecture in Film clip reel for themed events
- Architectural Digest developed an eight-page advertorial (with prominent TCM tune-in integration), secured secondary prizing (Philips Ambilight TV) and provided additional TCM exposure in Architecture Days events
- American Leather covered all costs for the advertorial and the grand prize (media room shopping spree valued at $15,000), fulfilled/administered the sweepstakes and distributed co-branded Architecture in Film DVD sets
- Reach a targeted upscale audience by partnering with luxury brands, linking the association with TCM's Architecture in Film programming to partners via sweepstakes prizing
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
TCM collaborated with Architectural Digest to develop the Architecture in Film festival and promotion by selecting unique movies and photography in which architecture played a starring role. Architectural Digest then pitched the promotion to their client, American Leather, creating a value added opportunity for them.
Because TCM is commercial-free, we were very careful about how we incorporate our partners onto our air - it always has to be very organic and provide an end benefit to our viewers. We are also incredibly picky about the brands we work with - because we do not generate revenue from these partnerships and our goal is to create innovative exposure opportunities for TCM, we always make sure that the brand association is positive and that the target audience is an appropriate fit.
This promotion was innovative because it seamlessly integrated all the partners in a way that was very compelling and organic. Additionally, it was all based on barter-leveraging our network assets against Architectural Digest's publication and American Leather's product.
Company: TV Guide Magazine
Title: TV Guide and Orville Redenbacher's
Company: TV Guide Magazine
Title: TV Guide and Orville Redenbacher's
Other companies engaged in relationship: ConAgra - Orville Redenbacher's Kroger
Description of goals and strategies of program:
Goal: To leverage the TV Guide brand at retail during the important fall TV premiere season, creating a natural synergy between watching TV and snacking on Orville Redenbacher's popcorn.
Strategies:
- create an on-pack offer utilizing TV Guide's assets to drive Orville Redenbacher's product purchase nationally
- create an incremental point-of-purchase for Orville at checkout by leveraging TV Guide's relationship with Kroger - a key grocery retailer for both companies
- design and produce a co-branded display for use at checkout over the course of four weeks
- provide a consumer incentive to purchase both TV Guide and Orville Redenbacher's with an instantly redeemable coupon on the special Kroger display
- design in-book and online media to support the program theme to millions of consumers
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Ryan Partnership, the promotional agency representing ConAgra, approached TV Guide to create a co-branded program tying TV watching to popcorn snacking by pairing these two premier brands. TV Guide worked internally with several groups including Single Copy Sales, Subscription Marketing, Production, Ad Sales and Ad Sales Marketing to create a multi-touch point program that would surround consumers with this message. The "TV That Pops" promotion was created and launched in print with a series of advertorial pages featuring trivia on family-friendly shows. Readers would visit TVGuide.com to enter their trivia answers and enter a sweepstakes awarding one consumer with a trip to television's biggest party: the TV Guide After Party at the 2008 Primetime Emmys. In addition to the trivia/sweepstakes units, ConAgra also capitalized on TV Guide's exclusive "island" ad unit. These units created even more synergy between TV viewing and popcorn snacking as they appeared on the "Highlights" spread, completely surrounded on all four sides by editorial programming recommendations. Orville was the first sponsor to take advantage of this innovative unit.
Both the advertorial pages and the "island" ads were positioned in signature TV Guide issues: Fall Sneak Peek, Fall Preview and Returning Favorites, targeted for the start of the Fall TV season.
To blow out this promotion further, TVGuide.com developed a custom content site, tied to the theme of the in-book units. The "TV That Pops" minisite included family-friendly programming picks, additional TV trivia, sweepstakes entry point and more. The site ran live for two months.
TV Guide created an unprecedented retail program for Orville Redenbacher's as part of this media package. TV Guide designed a free-standing "TV That Pops" display exclusively for Kroger stores chain wide (approximately 2,400+ locations), displayed at checkout (never been offered before to an advertiser by a magazine). Displays featured boxes of Orville Redenbacher's popcorn and TV Guide issues during the month of September (30 of each). To fill the displays, this program increased advance sale of Orville product in one of their key retailers. The display also featured a $1 off coupon toward the purchase of both TV Guide and Orville product, redeemable instantly at checkout.
To deepen the association between the two brands, Orville Redenbacher's asked TV Guide to create exclusive offers available on-pack during the promotional time period. The After Party sweepstakes was promoted on popcorn boxes along with an exclusive, risk-free subscription offer for TV Guide. TV Guide was branded on both the front and the back of more than 2 million Orville Redenbacher's popcorn boxes in August-September.
To communicate with or to be contacted by the executives and/or companies mentioned in this column, link to JackMyers Connection Hotline. 
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