Promo spotlight: HGTV builds $900,000 in prizes into house giveaway

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Marketer: Home & Garden Television, New York.

Effort: "Dream Home Giveaway."

Agency: In-house.

Twist: Cable viewers get the chance to win a custom-designed "dream home" in HGTV's fifth annual national sweepstakes, billed as the biggest prize giveaway in cable TV history. Viewers can enter by mail and also are encouraged through commercials and HGTV's Web site (hgtv.com) to enter online. Grand prize is a fully furnished, 2,800-square-foot home in North-port, Maine, designed using viewers' input. Along with the home comes a 2001 GMC Buick Rendezvous sport-utility vehicle. The total prize is valued at $900,000.

Vital statistics: Sponsors besides include General Motors Corp. include Bassett Furniture, Bissell, Discover Financial Services for the Discover Card, Georgia-Pacific Corp., Hunter Douglas window coverings, MasterBrand cabinets, Office Depot, Owens Corning and Whirlpool Corp. Viewers who enter online also will be eligible to win daily and weekly prizes. More than 5.5 million consumers are expected to enter this year through 1,000 cable systems, with exposure to more than 40 million subscribers. The promotion runs Feb. 1 through March 15.

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