AMERICAN FILM INSTITUTE
PROGRAM
"AFI's 100 Years...100 Thrills" CBS Television Special Retail and
On-Line Promotion
OVERVIEW
In support of the CBS special AFI's 100 Years...100 Thrills, The Regan Group
initiated a consumer-driven online and retailer promotion designed to generate
awareness, create tune-in and drive post-show retail video sales. Working
with AOL, The Regan Group coordinated with ten Hollywood studios to create
an interactive website where movie-loving consumers could learn about the
CBS television special, test their knowledge of movies and enter the "Ultimate
Hollywood Thrill" instant win sweepstakes. The site also featured interactive
games, e-commerce and studio links.
SUPPORT
- Electronic media with AOL, Studio and CBS
- AFI online that included a post-show promotion on AOL, CompuServe, Entertainment
Weekly.com, ICQ, Moviefone, People.com, spinner and Electronic Arts
- Print in People, Entertainment Weekly and Time
- Radio in the
top 50 markets and in an additional 85 markets as part of a syndicated radio
show
- 7,000 Retail displays in Blockbuster, Suncoast, Transworld and Tower Video
RESULTS
The campaign generated approximately $1.75 million in television promotional
value, 60 million online promotional impressions, over $1 million in online
promotional value, and 66.2 million in print impressions. TRG is currently
executing the 2002 campaign.
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