CABLE NETWORK, SNAPPLE OFFER ADVENTURES GEARED TO GUYS

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The Discovery Channel is teaming with Snapple Beverage Corp. this summer in a promotion geared to pull the cable network's core audience of male viewers directly into its action-oriented programs.

In the second round of the "You View It You Do It" sweepstakes, the Discovery Channel and Snapple will give away eight adventure trips based on eight popular Discovery Channel TV programs. Contestants enter, via a toll-free number, while viewing those programs.

The contest is an expanded version of a similar effort tried by the Discovery Channel last January; that time, the network generated 140,000 entries, its most successful promotion ever.

The first contest, offering adventures such as exploring a jungle, diving with sharks, riding horseback in the mountains and soaring in a T-34A fighter plane, was sponsored by Chevrolet.

The second "You View It You Do It" sweepstakes begins June 24 and is similar in design, but prize offerings have been expanded, said Lesli Rotenberg, director of advertising sales and marketing for the Bethesda, Md.-based Discovery Channel.

"We've tailored the contest to closely match our most dedicated viewers, who are generally men between 25 and 49 who are very active and interested in doing things with the outdoors, science and technology, and these are the same people who drink Snapple," Ms. Rotenberg said.

Snapple will appear as the contest's sponsor in on-air promotions. This time around, eight winners will be awarded an all-expenses-paid adventure trip based on each of eight Discovery Channel programs; each winner will also receive a cash award of $10,000.

Viewers tuning into the selected program can enter by calling a toll-free number displayed during the broadcast, but entries are accepted only during the program and for 15 minutes afterward.

"The fact that viewers can only enter the contest while watching the program actually seems to increase participation-it adds a unique immediacy to the promotion," Ms. Rotenberg said.

Programs in the contest will be eight of the Discovery Channel's prime-time series based on science, high technology and new innovations including "Challenge: Extreme Edge," "Next Step," "Inventions" and "Beyond 2000," Ms. Rotenberg said.

"The contest makes the vicarious experience of watching action-oriented programs real," she said, "and because viewers select which trip they want to win, it's also highly tailored to their personal interests."

The contest, which the Discovery Channel is handling in-house, runs though July 28; winners will be randomly selected afterward.

Kate Fitzgerald coordinates Promotion Marketing News.

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