Coca-Cola Co., Toyota Motor Sales USA, KFC Corp., Target Stores, Time Warner's Sports Illustrated for Kids and direct-mail marketer Carol Wright are teaming with CBS for various efforts to build awareness of the network's new fall schedule.
MOST FAR-REACHING EFFORT
"It's the most far-reaching effort we've ever had and also the most targeted," said George Schweitzer, exec VP-marketing and commun-ications at CBS. "TV marketing programs have changed. In the last couple of years, we've found decreasing effectiveness of blanket promotions where you watch everything and win a prize."
CBS is the last of the Big 3 broadcast networks to reveal its fall promo partnerships. NBC is hooking up with Ocean Spray Cranberries, while ABC is linking with McDonald's Corp. and American Airlines.
SPONSORS TIED TO NEW LINEUPS
Some of the CBS sponsors are tied to specific nights of pro-gramming that have new lineups. Emphasizing the Monday schedule, Toyota will be part of a program-preview USA Today insert with a "My, My It's Corolla Monday!" contest in which contestants can win a car by watching the evening's shows. Saatchi & Saatchi Advertising, New York, handles the USA Today insert.
KFC will sponsor a "Where Is Urkel?" sweepstakes that challenges viewers to find the nerdy character from "Family Matters"-which CBS has picked up from ABC-appearing once on new Friday night comedy programs "Meego," "The Gregory Hines Show" and "Step by Step." Creative Alliance, Louisville, Ky., handles the sweepstakes.
Contest entry forms will be available in 5,000 KFC stores and in October issues of Sports Illustrated for Kids. The winner gets a walk-on role in a episode of "Family Matters," among other prizes.
Target also will be behind a sweepstakes, "Be the Talk of CBS," via Frankel & Co., Chicago, to be featured in 750 stores on kiosk videos in the electronics department and in more than 40 million Target newspaper ad circulars. A winner will get to attend a show taping, with their name written into the show's script.
KFC and Target are both first-time partners with CBS.
Coca-Cola's Diet Coke will sponsor promotions tied to the "CBS Premiere Radio Party," in which on-air personalities from major-market radio stations visit Television City in Los Angeles for interviews with CBS stars. Listeners will have a chance to win a trip to Hollywood for the taping of a show and a year's supply of Diet Coke.
Coke also will sponsor a late-night airing of "CBS Sneak Peek, " 30 minutes of interviews with stars such as Gregory Hines, David Caruso and Danny Aiello about their new shows and with scenes from new episodes of established programs.
That show will be distributed as a video to CBS local affiliates and given out at state fairs, block parties and via Blockbuster Video stores.
"It's very grassroots, direct-to-consumer product sampling," said Mr. Schweitzer.
Carol Wright will be tied to the Sept. 14 Emmy Awards broadcast, and is sending out two 30-million coupon mailings promoting the fall schedule along with the awards show.