The
Goal
Drive tune-in and retain an audience to promote the second
season of SOAPnet’s reality show “I Wanna Be
A Soap Star”.
The Execution
Marlin Entertainment turned car washes into star washes
in ten markets ranging from Greenville, South Carolina,
to Cincinnati, Ohio, to Houston, TX. Free car washes were
offered to the first 300 customers to visit the car wash
while male models offered consumers a refreshing glass of
iced tea, “buffed” cars, and handed out premiums
for “I Wanna Be A Soap Star”. While visitors
waited for their cars, a promotional tape for the show ran
in the lobby of the car wash.
Included in the giveaways were SOAPnet air
fresheners, antenna star decorations, and soap star trading
cards. The trading cards incorporated a watch-and-win game
component to the star wash event. Each card pack included
a ‘I Wanna Be A Soap Star” contestant card.
Consumers had to watch each episode to see if their contestant
card was the winner of a contract role on ABC’s “All
My Children”. The consumer who possessed the winning
contestant card won prizes including free car washes.
Results Recap
The event, which was promoted through local radio broadcasts
and on-site signage, created buzz for “I Wanna Be
A Soap Star” in all ten markets. Word-of-mouth quickly
spread of the event and people flowed in from areas as far
as 45 minutes away. Local television stations and newspapers
conducted on-site reports.
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