Court TV Launches Dominick Dunne Sweeps, Scratch Game
Court TV is hitting the streets with a new scratch-and-win game and an online sweepstakes to drive awareness of its new season of Dominick Dunne: Power, Privilege and Justice.
To build excitement for the premiere of the fifth season of the popular show, Court TV is rolling nearly 3 million pieces of its Amazing & True High Society Watch n’ Scratch Game via four major newspapers. On Jan. 23, the New York Post, Daily News, Chicago Sun Times and Los Angeles Times will carry the scratch cards.
Also on Jan. 23, streets teams in 10 markets will distribute scratch to consumers in New York, Miami, Los Angeles, Boston, Detroit, Atlanta, San Francisco, Seattle, Chicago and Philadelphia.
The scratch game offers three ways to win. Consumers who receive a scratch card can instantly win a Court TV-branded T-shirt by scratching off the image of Dominick Dunne’s head on the card. Viewers can also vie for their chance at $10,000 by watching Dominick Dunne: Power Privilege and Justice on Jan. 23 to find out what weapon was used in that episode’s crime. The card will reveal code consumers can enter online at CourtTV.com/watch.
Consumers can also play a daily online scratch game for a chance to win a Dominick Dunne DVD or a Court TV hat. The online game begins Jan. 23 and runs for 30 days.
“We’re putting more marketing dollars behind the show [to build] excitement around the new episode out there,” Kathi Palminteri, senior director, consumer promotions for Court TV, said. “We will be everywhere on Jan. 23.” In the fifth season of Dominick Dunne’s Power, Privilege and Justice, Dunne, a writer, profiles scandalous cases where boldface names of society columns became high-profile news stories. The series premiered on Monday. New episodes will air Mondays at 10 p.m on Court TV.
To further build buzz for the show, Court TV is backing the promotion with print ads in a number of publications, including LA Magazine, New York Magazine, In Touch, US Weekly, People and Vanity Fair. In addition, the network plastered phone kiosks with Dominick Dunne ads in high traffic locations in New York.
“It’s one of those mediums you can spend a little more time with,” says Amy Mirwald director of consumer advertising and media for Court TV. “In our eyes, phone kiosks are very effective medium.”
Court TV also ran a 15-market radio promotion that drove tune-in to Monday’s series premiere. On-air radio personalities gave out Court T-themed prizes (T-shirts, hats and bags) and $500 Visa check cards under the promotion.
Online materials, print ads, TV and radio spots and outdoor creative will support. Universal Consulting Group (UCG) handles street teams. New York-based Amalgamated handles creative aspects of the promotion; RDR Promotions handled radio promos.
In a separate Dominick Dunne promotion sponsored by Hyundai, the network has launched an online sweepstakes, which offers the chance to win a trip for two the Hamptons. Consumers can enter at CourtTV.com/sweepstakes. The sweepstakes ends Feb. 3. Online materials support.
