• by Aaron Baar , February 4, 2009

The television commercial on the Super Bowl was only the beginning for Vizio in an effort to increase visibility for its high-definition television brand.

The company is giving away $1 million worth of its television sets over the next six months, in what it is calling the "Million Dollar Event." For the promotion, Vizio will give away 500 55-inch HDTVs over a span of 28 weeks, which equates to 17 HDTVs a week and a remaining 24 on its last weekend -- from Feb. 23 through Aug. 14.

The intention is to build the company's brand name even at a time when many consumers may be cutting back on large consumer electronics purchases, company representative Jim Noyd tells Marketing Daily.

"Because we're efficient in what we do, we can afford to give away TVs," he says. "It's a way to create brand awareness and highlight the company's strength. We're not giving away only a TV or a car. We're giving away a lot of televisions over a period of time. That helps increase awareness."

The promotion began during the Super Bowl with a television ad proclaiming that if people were not watching the game on a Vizio flat-screen television, they had probably paid too much for their current set. "It's a good thing we're not counting on you to bring us a stimulus package," says a voiceover in the spot. The commercial concluded with an encouragement to consumers to visit the company's Web site to participate in the promotion.

The Irvine, Calif. company was the "Official HD sponsor" of the NBC Broadcast, and with that sponsorship came two 30-second, pre-game spots and one in-game spot. Vizio is also the HD sponsor of the Pro Bowl, which will be broadcast on NBC on Monday. The Super Bowl commercial was developed and created within 72 hours of broadcast, according to the company.

The Million Dollar Event will be promoted through further television advertising, online banners and social marketing, Noyd says. "Our Vizio customers are pretty loyal, so word-of-mouth is pretty strong," he says.

Vizio televisions are sold through warehouse clubs such as Sam's Club, Costco and BJ's wholesale, as well as discount retailers such as Wal-Mart, Target and Sears. The company operates under the tagline "Where vision meets value."