Hallmark Cards, Inc. will run a holiday sweeps that ties its retail stores to Hallmark Channel programming.
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| Hallmark’s holiday sweeps lets you be a star |
The Hollywood Holiday Sweepstakes combines watch-and-win and shop-to-win elements. Shoppers in Hallmark stores who use their Gold Crown loyalty card are automatically entered. Then, viewers watch for an 800 number to call for a chance to win. There are four grand-prize trips to Los Angeles for a walk-on role in an upcoming Hallmark production. Print ads support. Materials hit stores Nov. 8; TV support kicks in with the Nov. 23 broadcast of Hallmark Hall of Fame Productions’ Fallen Angel on CBS. Concept One, Westport, CT, handles.
The promo touts the full season of programming on the Hallmark Channel, and targets Hallmark loyalists. “We want to reach people who are already involved with the Hallmark brand and get them involved with the whole portfolio,” says Concept One Partner Bill McBrayer.
Kansas City-based Hallmark ran a similar retail sweeps last year via Concept One (Nov. 20, 2002 Xtra). The Keepsake Sweepstakes watch-and-win game ran in Gold Crown stores and via the Hallmark Channel: Viewers matched a game piece code to codes on-screen to win one of six grand prizes, a different prize for each Hallmark Channel show featured per week.
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