TBS, Sierra Mist Team for Co-Branded Campaign, Sweeps
TBS is teaming up with Pepsi brand Sierra Mist to roll out a sweepstakes that offers consumers a chance to switch places with their favorite TBS comedy actors.
Starting March 6, TBS—the “very funny network”—and Sierra Mist, the beverage known for its comedic advertising, will launch a co-branded micro site through TBS.com. There, consumers can enter the Trade Places with the Funniest Faces sweepstakes via TBS.com for a chance to win of three grand-prize trips: a New York jaunt around the uptown scenes from Seinfeld; a Las Vegas honeymoon like Friends’ Ross and Rachel never had; or the vacation a sports fanatic like Everybody Loves Raymond Romano might dream about. Secondary prizes include Sierra Mist products.
The micro site, the first-ever between the two brands, will offer an online trivia game called Know Your Show, downloadable clips and games.
“We wanted to work with Sierra Mist to create something that was relevant to our viewers and people who love comedy,” said Katherine Johnson, VP of TBS and TNT promotions & marketing. “We have two brands that make a lot of sense. It’s a perfect alignment of assets that speaks to the TBS viewer.”
During the promotion, consumers who buy two 12-packs of Pepsi or a 24-pack of Pepsi will receive a free 2-liter bottle of Sierra Mist or Sierra Mist Free. Sierra Mist will also sponsor Very Funny Monday lineup on TBS throughout April.
The sweeps runs through May 16. Online materials, e-mail blasts, P-O-P and TV and radio ads will support. Young America handles the sweepstakes.
The campaign marks the second between TBS and Sierra Mist. Last November, Sierra Mist joined forces with TBS for its Earth to America! special, which featured Sierra Mist “Mist-takes” ads featuring Michael Ian Black from Reno 911! and Debra Wilson from Mad TV.
