'Fall' Guy: Stainmaster Leveraged HGTV On, Off-Air
As HGTV and Stainmaster carpets held routine conversations about marketing plans earlier this year, they realized they had the groundwork for a cross-platform partnership.
Both had run sweepstakes promoting the fall as an apt time to make home renovations before -- and the pair cut a deal to merge the two. Stainmaster signed on as the sponsor of the decade-old HGTV "Great Fall Fix-Up" promotion. "It seemed almost intuitive with the synergy," said Sally Philson, director, consumer marketing for Stainmaster, whose parent is Invista.
"We realized what they were trying to accomplish and what we were trying to accomplish was very similar," added Donna Stephens, senior vice president of ad sales for HGTV.
The agreement allowed Stainmaster to leverage the well-recognized HGTV brand both on-air and off. The company promoted the sweepstakes in ads that ran on HGTV and other networks, but a main push was aimed at building support among retailers. That was done by effectively providing them access to the HGTV brand.
Some 6,000 retailers offered floor displays and in-store signage plugging the promotion. And many retailers requested the opportunity to mention the HGTV link in ads they ran with co-op dollars from Invista.
"They're looking for leverage and something like this to bring HGTV into their stores," Philson said.
Stainmaster also ran online ads on HGTV.com and had a presence in an email newsletter the network sends out.
The sweepstakes offered a $75,000 prize and brought 4 million entries.
Recent MediaDailyNews Articles
-
Consumer Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television, finished its spring edition pretty close to where ... -
Motorola HIres Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
'Jimmy Kimmel,' MySpace Promote Musicians June 18, 2:56 p.m.
Select artists that appear on TV late-night show “Jimmy Kimmel Live” will get to perform an ... -
W+K Amsterdam's Heineken Ad Wins Cannes Lions Grand Prix, Creative June 18, 11:31 a.m.
A Heineken ad campaign from Wieden + Kennedy Amsterdam, the brand’s first global campaign effort, has ... -
Millennials Split In Attitude, Teens Less Upbeat, But Resilient June 18, 10:56 a.m.
MTV says younger U.S. millennials are a bit more pessimistic than older millennials.New millennials ages 14 ... -
Scripps Launches TV Everywhere With TWC June 17, 6:01 p.m.
Scripps Networks has a TV Everywhere deal with Time Warner Cable, allowing viewers access to on-demand ... -
Cannes Lions, Gates Foundation Partner For Global Initiative June 17, 5:51 p.m.
It sounds like a cliché from a beauty pageant, where the contestants talk about the lofty ... -
After TV, Sports Fans Up Coverage On Mobile, Social Nets June 17, 4:27 p.m.
While TV remains the No. 1 platform for sports fans, the second-screen TVs of sports -- ... -
Public Trust In Newspapers Dips Again June 17, 2:19 p.m.
In addition to their well-publicized financial woes, newspapers have a credibility problem, as Americans’ confidence in ...
Be the first to comment on "'Fall' Guy: Stainmaster Leveraged HGTV On, Off-Air"
Leave a Comment