Campbell, NBC Give Contest an On-Air Twist
Campbell Soup Co. has teamed with NBC and Scholastic for an unusual contest that runs on-air, on-pack, in schools and online.
The American Dreams Essay Contest weaves a competition into the story line of American Dreams’ third season this fall: High schooler Patty Pryor (played by Sarah Raymos) competes in the essay contest.
At the same time off-screen, Campbell hosts an essay contest asking high-school students: “How does your American dream compare to that of your parents?” Entrants submit 300-word essays. The grand prize is a walk-on role for the winner and a friend in American Dreams, a $100,000 scholarship and one million Campbell’s labels for the winner’s school.
At the end of the episode about the fictitious contest, American Dreams’ cast will appear in a 30-second spot encouraging students to participate in Campbell’s contest.
“The show has decent ratings, the story line has an interesting twist, and we have a real rich history with nostalgia,” said Terry Atkins, Campbell’s director-promotions and licensing.
American Dreams will continue the story thread throughout the season, and feature tomato soup in episodes. Two-time Emmy winner American Dreams is set in 1960s Philadelphia and addresses the culture of that time, from the Vietnam War to American Bandstand. Contemporary musicians make cameo appearances as Bandstand stars of the 60s.
Campbell’s contest runs Aug. 15 through November via Marden-Kane, Manhasset, NY. Ten finalists will be announced in the Feb. 6 episode: Their names make up the list of finalists in the show’s fictional contest. Campbell’s grand-prize winner is announced Feb. 11, perhaps on NBC. (The other nine finalists get $2,500 scholarships and 100,000 labels each.)
Campbell supports the contest with TV, radio and print, a September FSI and tags on 42 million cans of red & white soup. Promo partner Scholastic Marketing Partners created student magazines and an American Dreams curriculum distributed online and in 60,000 high school classrooms with 11 million teens next month.
NBC approached Campbell’s media-buying agency, New York City-based MediaEdge:cia, to buy ad time during American Dreams and get product placement and extra airtime. Campbell suggested the network and show producers integrate tomato soup into the story line and provide prizing for its contest.
“Because the show’s essay contest takes place in 1965-66 and parallels the same contest taking place today, we can cross-promote the tradition of Campbell’s Tomato Soup at the family dinner table—then and now,” said Jonathan Prince, American Dreams’ executive producer (along with Dick Clark). “I hope we’re making a statement that we at American Dreams and … NBC are eager to find innovative ways to work together in the current marketing climate.”
