Canceled Show's Sponsor Scrambles to Save Promo
How Marketer's $100K Cash Drawing Survived Death of Tie-in Program
NEW YORK (AdAge.com) -- Miguel Angel Gonzales was on his way home on a Friday when he got a call from his Hispanic ad agency. The TV show his company's yearlong sweepstakes was built around was being canceled as of Monday, due to low ratings.
"I was in shock," said Mr. Gonzales, VP-sales and Latino marketing at Royal Prestige, a cookware supplier whose $250 million in annual sales are 90% derived from Hispanic customers and through Hispanic distributors.
Royal Prestige had been sponsoring weekly cooking demonstrations all year on Telemundo's morning show, "Cada D?a," and directing consumers in ads and promotional pieces to watch "Cada D?a" for the fast-approaching $100,000 cash-prize drawing, held live on air every three months.
An additional problem was that Royal Prestige had to choose the winner in a public drawing, a legal requirement that would have been fulfilled by filming the drawing in the TV studio.
Royal Prestige's Hispanic agency, San Jose Group, Chicago, quickly considered other programs and within a few days had negotiated a deal with Univision's "S?bado Gigante" variety show, said Jim Legg, the shop's VP-client services. The agency rushed to reprint all the posters, registration forms and invitations, and produced a redirect TV spot telling viewers to find the Home of Your Dreams (the suggested, but not required, use for the $100,000 cash prize) promotion at its new home on "S?bado Gigante."
Complicating matters further, "S?bado Gigante" is part live, but has prerecorded segments. So the drawing, held June 28, was too late to air during "S?bado Gigante," but was set to be squeezed into an ad break on the July 5 show with the winners to appear as guests on a later show with host Don Francisco.
Mr. Gonzalez is philosophical about it all. He's lost a few things, like the product placement of weekly cooking demos, but gained exposure on one of Spanish-language TV's top-rated programs.
"It's more expensive, and we won't have the same time on air and frequency, but we're going to reach a lot more people," he said.