CARSEY-WERNER DISTRUBUTION
PROGRAM
That '70s Show Totally Groovy Sweepstakes
OVERVIEW
The Regan Group in partnership with Three Mountain Group, LLC were enlisted
to build and create a multi-platform experience for Carsey- Werner Distribution's
That '70s Show driving viewers to its premiere syndication broadcasts starting
in September 2002.
SUPPORT
Created an integrated, multi-platform marketing campaign through a "Sweepstakes
& Give-Away" promotion that utilized an online experience and multiple
channels of distribution to reach potential viewers and subscribers. The cornerstone
of the promotion was the Internet extension of That '70s Show; www.that70sshow.threemountain.net
based in original content written and developed in conjunction with the producers
from Carsey-Werner Distribution. With every online interaction, users gained
entries and increased their chances of winning "groovy prizes".
Grand Prizes included:
- A Walk-On-Role for That '70s Show, including a trip to Hollywood
- A 1970's Muscle
Car of the winner's choice
- An autographed KISS Guitar
RESULTS
That '70s Show showed a 4.1 Nielsen rating by the 2nd week of syndication.
- That '70s Show improved on its debut week ratings in all key demographics,
gaining 7% in adults 18-49 and 15% in adults 18-34.
- That '70s Show Web-site had over 113,000,000 site hits.
- That '70s Show ranked fourth among all off net sitcoms.
- The That '70s
Show Web-site had 972,000 Unique Visitors
- 180,000 Registered Users
- 586,551 Instant Win Entries
- 3,100,000 Page Views
- 1,600,000 Visits
- 10 minutes average
time spent on site
- 49% of emails distributed were opened
- 35% of emails opened users clicked through to the website
- 245,000 Opt-in email data-base for future Net Zero and That '70s Show marketing
opportunities
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