The on-air promo effort is built around a USA Studios theme and is being undertaken "to build the brand," said Andrew Besch, senior VP-marketing for USA Networks.
TEASED SINCE APRIL
The USA Studios concept has been teased in promos providing looks behind network programming since April.
Throughout the summer, USA Studios will introduce new spots for kids shows under the Animation Bungalow brand and new openings for USA Sports offerings, such as the U.S. Open in August.
Advertisers buying at least $1.5 million of commercial time get added-value tie-ins to the Studios campaign. Coca-Cola Co. and Sprint are the first two advertisers to co-market with USA Studios.
Value-added options include 10-second spots crediting advertiser sponsorship of USA programming and 30-second behind-the-scenes "close ups" about USA Studios that feature marketers' logos.
Ellen Kaye, VP-USA Network Enterprises, said the network will restructure its advertiser-sponsored sweepstakes program to fit around the USA Studios theme.
"It will change from small, individual sweepstakes sponsored by one advertiser to single, larger sweepstakes with multiple sponsors and a Studios theme," she said.
In addition, the network today launches a promotional Web site (http://www.usanetwork.com) independent from Dominion for sister network the Sci-Fi Channel (http://www.dominion.com).