Strutting Their Stuff: TNT woos partners with a promotional blitz.
Turner Network Television’s battle cry to brand managers: “Check us out.”
Twelve years after first showing up on cable boxes, Atlanta-based TNT has become a well-rounded network airing original movies, professional sports, and other programs viewed by 27 million people each month. Now that its plate is full of properties, the network is mounting an aggressive plan to attract blue-chip promotional partners.
“We’ve entered the next phase in TNT’s life,” says Scot Safron, the network’s senior vp-marketing. “We’re now in a position where we can execute consumer promotions in big ways.”
Look no further than the multiple programs TNT marketers are executing this month. The network is running a joint promotion with comic-book maker Top Cow to support the original sci-fi/cop movie Witchblade. Consumers log onto tntwitchblade.com to submit their own sci-fi short (as in 500 to 1,000 words) stories. In a five-market campaign tied to TNT’s coverage of golf’s PGA Championship, the network has erected branded clubhouses on local golf courses where duffers can enter to win trips to the event.
A radio effort in 12 markets is promoting the broadcast premiere of The American President and the world premiere of an original flick called Running Mates. Radio stations in each market are sponsoring local screenings and handing out free passes. Listeners call the stations to answer presidential trivia and qualify to win a trip to the presidential inauguration next winter. Another effort for Running Mates is tied to USAToday.com, which is running a poll asking visitors who the next chief executive should be. The choices: Al Gore, George W. Bush, Jr., Running Mates star Tom Selleck, and The American President star Michael Douglas. Voters are entered to win a trip to meet the president – of TNT – at a Washington, D.C., function in December.
Meanwhile, TNT’s wrestlers hit the road with computer maker Gateway for the Gateway Country Back-To-School Hummer Tour. Branded Humvees visit Gateway retail stores in various markets to promote WCW Monday Night Nitro events. Radio programs support, as does a sweeps offering computers and wrestling prizes. Partners tying into the Tour include AT&T and Excite@Home.
To date, most partners have teamed on radio programs and small-event initiatives. But TNT is hoping to change that. A year ago, Safron and his team decided to aggressively develop promotion-friendly properties and franchises. With a full slate of original programming ready for 2001, plus continued NBA coverage and new sports properties such as the PGA Championship and Wimbledon, Safron is confident he now has the right mix to hook partners.
“We have a promotion mindset that starts at the top,” says Safron. “We want to execute more promotions and are coming up with the properties we need to make that happen.”
