New-season promo centers on Wednesday lineup of shows
Seeking revenue growth from a new film service, Eastman Kodak Co. has cast its Premium Processing brand in a starring promotional role in NBC's Wednesday night lineup.
The "Get in the Picture" promotion breaking Aug. 18 will include a game that will award walk-on roles on NBC programs and other prizes (AA, May 20). Game pieces will be given away with developed photos--the pieces will be contained in special photo frames made to look like TVs and enclosing pictures of cast members from NBC shows.
Assisted by Frankel & Co., Chicago, the promotion will run through Sept. 13, just before NBC's new season begins, and will get national 20-second spots, created in-house by NBC, and spot radio in 10 markets, created in-house by Kodak.
Additional advertising and promotion for the new service are expected in 1997, said Gary Orosco, director of sales promotion for Qualex, a photo development subsidiary that Kodak fully acquired recently.
OLYMPICS JUMP IN, TOO
Kodak is also tying in its Olympic sponsorship by giving out tapes of music from the past 100 years of Olympics with every Premium Processing order. Spot radio in 10 markets and free-standing inserts begin June 30 and run through July 20. Another offer, with a travel coupon book as a gift, is running through June 16.
Kodak's Premium Processing service, launched last September, will be available in more than 25,000 retailers by the time the NBC promotion starts, including mass merchants such as Wal-Mart Stores and Kmart Corp.
The overnight service includes dating of photos, negative sleeves and, starting July 1, index prints, resembling photo contact sheets. Index prints are expected to increase reprinting, an area Kodak seeks to mine for profit.
The service already provides 8% to 10% of overall developing revenues for Kodak and is expected to grow to 25% with its wider availability and competitive price, said Gene Haley, Qualex senior VP-corporate development.
With NBC's schedule so strong, instead of doing a major campaign with an overall advertiser to promote a number of its new shows, the network is selectively targeting certain nights for an ad-supported promotion.
MAJOR NBC PRIORITY
Having successfully built up Thursdays and Tuesdays, NBC picked Wednesday as a major priority. It has three sitcoms in new time slots that night--"Wings," "The John Larroquette Show" and "NewsRadio"--plus one new sitcom, "Men Behaving Badly."
Wednesday will have an unprecedented 16 sitcoms on the five networks between 8 and 10 p.m. (ET), so NBC hopes the Kodak promotion will help draw attention to and differentiate its lineup. NBC would also like to find an advertiser partner to promote the move of "Third Rock From the Sun" to Sundays.
ABC is expected to announce its first-ever major fall promotion this week, with the Disney parks, stores and videos likely to figure in that effort. The first really co-branded Disney/ABC store will open later this year in New York at the network's headquarters.
Copyright June 1996 Crain Communications Inc.