Effort: "Dream Home Giveaway."
Twist: Giving viewers something to dream about, HGTV's third annual Dream Home Giveaway is its largest promotion to date, but HGTV has upped the ante by involving a long list of co-sponsors to help spread the word. More than 3 million consumers are expected to enter this year's sweepstakes to win a dream house in Florida and a new Cadillac, for a package worth $650,000. The home giveaway will be promoted inside Sears, Roebuck & Co.'s stores nationwide and through two direct-mail efforts to Sears' 50 million customers nationwide, as well as in a 10-page insert in the May/June issue of Coastal Living.
Vital statistics: Additional sponsors of the sweepstakes include General Electric Co., AT&T Corp., Century 21, Hunter Douglas, Lane Furniture, Florida's Natural orange juice, Sherwin-Williams, Wilsonart, Honeywell and MinWax. HGTV has partnered with 725 cable TV systems across the U.S. that will help promote the event on the air. Five first-place winners will each receive a $5,000 shopping spree at Sears. The contest also is promoted in HGTV Ideas and online